In the competitive world of retail, companies often face the challenge of differentiating themselves in a saturated market. For many, offering discounts alone isn’t enough to attract and retain customers. This is where the BFL (Brands For Less) Group stands out. By transforming shopping into an experience, BFL has redefined the off-price retail model.
Founded in 1996 in Lebanon, BFL Group has grown into a leading off-price retailer, operating over 120 stores across the Middle East and Europe . Their business model centers on providing customers with a “treasure hunt” shopping experience, offering high-quality fashion, homeware, and toys at discounts of up to 80% off the original retail price.
This approach not only attracts budget-conscious shoppers but also creates a sense of excitement and discovery with each visit. As Nathalie Hamad, Retail Manager at BFL Group, explains, customers appreciate finding new products and gadgets on the shelves, making every store visit an engaging experience .
Beyond customer satisfaction, BFL Group places a strong emphasis on employee engagement and recognition. CEO Toufic Kreidieh attributes the company’s success to the efforts of its dedicated employees, highlighting the importance of creating a comfortable environment and enhancing their sense of belonging.
BFL Group’s innovative approach to retail, combining significant discounts with an engaging shopping experience and a strong internal culture, demonstrates how companies can overcome industry challenges and build lasting customer loyalty.
Founders’ Vision and Growth
Kreidieh has been at the helm of BFL Group as CEO since its inception, co-founding the company with Yasser Beydoun in 1996. Together, they launched their flagship concept, Brands For Less, in Lebanon. As the business expanded, they relocated to Dubai, where they opened their first store in 2000. Today, BFL Group boasts a significant retail presence in the Middle East and Europe, holding exclusive distribution rights for several international brands.
Expanding the BFL Brand Portfolio
Kreidieh and Beydoun’s entrepreneurial spirit led to the creation and acquisition of various concepts, including Toys For Less, Homes For Less, Tchibo, Mumuso, and the Spanish home décor brand Muy Mucho. This constant innovation has contributed to the company’s robust portfolio, further solidifying BFL’s position in the retail market. With a workforce of over 2,500 employees, BFL’s e-commerce platform serves customers worldwide, enhancing its retail operations beyond physical stores.
Advice for Aspiring Entrepreneurs
Kreidieh credits the company’s success to its customer-centric approach, which has been a cornerstone since BFL’s early days. Reflecting on their journey, he shares, “When we first began, there were no off-price retailers in the Middle East. Our strategy to offer a unique shopping experience, blending product variety with quick inventory turnover, has allowed us to create a treasure-hunt feel for our customers, whether in-store or online.” He emphasizes the importance of understanding customer insights and designing experiences around them to achieve business success.
Adapting to the Challenges of COVID-19
Like many businesses, BFL Group faced significant challenges during the COVID-19 pandemic. Kreidieh explains that sales and footfall in retail stores dropped due to lockdown measures. However, BFL quickly adapted by increasing its focus on e-commerce and ensuring the health and safety of both employees and customers. As a testament to this commitment, BFL became one of the first retailers to have 99% of its staff vaccinated. The company also implemented stringent hygiene measures across its operations, from retail outlets to warehouses.
Leveraging Technology for Future Growth
Kreidieh stresses the importance of adopting new technologies to remain competitive. BFL has partnered with IQ Robotics to enhance their stock replenishment process, deploying over 160 robots to efficiently manage inventory. The company’s investment in automation allows BFL to process 150,000 pieces of merchandise daily, further streamlining its operations.
Strengthening E-Commerce and Sustainability Initiatives
With the decline in foot traffic during the pandemic, BFL Group increased its focus on e-commerce. To support this, the company is building a dedicated fulfilment center to handle online orders more effectively. This move is expected to drive significant growth in their online business. Additionally, the company is pursuing sustainability goals, recently partnering with Al Rostamani Group for a solar energy project that will save approximately 700 metric tons of CO2 emissions annually.
Plans for Expansion and Global Growth
Looking ahead, Kreidieh shares ambitious plans for BFL Group’s expansion in 2021. The company is set to open four Mumuso stores in Malta by the end of the year, with plans to expand further into other European markets. BFL is also focused on growth in the Middle East, with expansion efforts already underway in Saudi Arabia, Kuwait, and Oman. The company’s global vision extends to shipping products worldwide via its e-commerce platform, positioning BFL as a leader in the online value sector.
E-Commerce and Fulfilment Center Expansion
To keep pace with the growing e-commerce market, BFL is constructing a state-of-the-art fulfilment facility spanning over 30,000 sqm. This facility, slated for completion in Q1 of 2021, will significantly enhance the company’s ability to serve its customers globally and reinforce its market presence.
As Kreidieh concludes, “The new fulfilment center marks a pivotal milestone in our journey, and we are excited about the future. The sky’s the limit as we continue to adapt and innovate to meet the needs of our customers.”
