The Safaa Story

Since its establishment in 1999, Al Safah General Trading LLC has become one of the top companies in the UAE, thanks to its focus on quality and innovation. As a trailblazer in the household industry, the Al Safah Group offers a refreshing and modern take on everyday products, providing an ultramodern ambience that meets all consumer needs.

The Safaa Promise

At Safaa, we're committed to delivering exceptional products to our customers. We import from top manufacturers in Taiwan, China, Thailand, Indonesia, India, and Pakistan, ensuring that we offer a diverse range of high-quality products. Our commitment to uncompromising quality sets us apart in the world of household products, and every item is carefully crafted under the close supervision of skilled specialists.

Our team of smart and dedicated staff enables us to build a strong distribution network throughout the United Arab Emirates, with separate sales and support staff allocated to each area to ensure timely and efficient service. Our headquarters is located in Dubai, UAE where we work tirelessly to provide the best products and service to our customers.

Al Safah General Trading LLC

Brands of Safaa

Our brands, KITCHENMARK, BECHOWARE and Oaxy, have gained immense popularity across the Middle East and African regions, including Uganda, Nigeria, Kenya, and Congo. Our distribution of high-quality kitchenware under the KITCHENMARK brand, as well as our effective cleaning products under the Oaxy brand, have earned us a growing customer base. In the UAE, thousands of satisfied customers have helped us become leaders in these product categories. Our premium brand, BECHOWARE, is designed for customers who prefer top-of-the-line kitchenware products that are both elegant and practical for everyday use. With a focus on quality and attention to detail, BECHOWARE is the perfect choice for those seeking high-end kitchenware that combines style and functionality.

Our strong presence in several countries, including Russia, Turkmenistan, Libya, Yemen, and Algeria, has allowed us to establish ourselves as a dominant force in the global marketplace. Thanks to our reputation for quality and excellence, we now enjoy a substantial share of the global market, and our brands continue to be recognized for their innovation and dependability.

Our Vision

Our vision is to enhance our brands that transcend borders and become synonymous with quality, innovation, and exceptional service. We aim to establish ourselves as the leading choice for consumers worldwide, by constantly pushing the boundaries of what's possible in the Home & Kitchen sector. By fostering a culture of creativity, collaboration, and continuous improvement, we will become a trailblazer in the industry and set a new standard for excellence in everything we do.

Our Mission

At Safaa, we strive to deliver unparalleled customer experiences by offering innovative products of the highest quality and exceptional service. We are committed to continuously exploring new market opportunities and adding value to all of our business associates, with a focus on building long-term partnerships based on trust and mutual respect. Our ultimate goal is to become a leading global provider of innovative products and services that make a meaningful difference in the lives of our customers and partners.

23+ Years of Experience

We are proud to have a deep understanding of industry practices, market trends, and challenges that come with time and exposure.

70+ Workforce

Having a strong team helped us to enhance creativity, foster a culture of inclusivity, and promote greater adaptability and resilience in the face of challenges.

5 Outlets & 6 Warehouses

Widespread network of physical locations helped us to stay competitive and achieve better customer service, improving supply chain efficiency, and reducing costs.

Behind The Brands

The people who work at Ecom share the vision and values of our community.

Ronald Richards

Chief Executive Officer

Jenny Wilson

Chief Financial Officer

Cody Fisher

Chief Operating Officer

Jacob Jones

Chief Technology Officer

Leslie Alexander

Chief Marketing Officer

Ralph Edwards

Chief Human Resources Officer

Eleanor Pena

Chief Legal Officer

Theresa Webb

Chief Product Officer

Our Customers

More than 1000+ Happy Customers

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205 North Michigan Avenue, Suite 810
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