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.
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.
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 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.
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.
We are proud to have a deep understanding of industry practices, market trends, and challenges that come with time and exposure.
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.
Widespread network of physical locations helped us to stay competitive and achieve better customer service, improving supply chain efficiency, and reducing costs.
Chief Executive Officer
Chief Financial Officer
Chief Operating Officer
Chief Technology Officer
Chief Marketing Officer
Chief Human Resources Officer
Chief Legal Officer
Chief Product Officer