Brands For Less is opening its first-ever Asia outlet at Jurong Point Mall. Brands For Less continues to expand its reach, adhering to its commitment of making quality retail products accessible to consumers at an affordable cost.
With over 100 branches in the Middle East and Europe, Brands For Less successfully championed its objective of giving retail consumers the option to spend less without compromising quality. Bearing the tagline “Smile, You Just Paid Less,” the off-price retailer—headed by BFL Group Executive Chairman of the Board and Group CEO Toufic Kreidieh—strives to make every purchase a reason for consumers to celebrate.
The journey of Brands For Less began in Lebanon in 1996 after the introduction of its distinctive off-price business model. By 2000, the concept had expanded to the United Arab Emirates and has since been present in 35 cities across seven countries. The company’s goal is to ensure that customers experience joy with coveted, desirable and cherished items offered at discounts of up to 80% off retail prices.
Brand For Less has been at the forefront of innovation in off-price retail, and one of the driving factors for this Treasure Hunt concept. With the utilisation of this model, the stores’ inventory is continuously refreshed to ensure that there is always something new and exciting for customers to explore.
The company is armed as well with a “Get It Done” attitude, pushing them to continuously develop services and strategies that work best for their customers. It also strives to deliver a rewarding customer experience through its “Smile More Loyalty Program” which regularly introduces exclusive promotions for deserving customers to enjoy and benefit from. These dynamic approaches create a compelling shopping experience that entices loyal and returning customers.
Shopping with ease
Going beyond being a retail outlet provider, Brands For Less adopted an omnichannel strategy and pioneered the launch of e-commerce platforms in 2013. This provides an advanced digital environment tailored to meet the varying needs of consumers, with objectives such as having a user-friendly experience across online and offline platforms; maintaining consistent branding, messaging, and pricing to build a strong and recognisable brand image; and personalising promotions, recommendations, and communication based on rich customer insights.
Furthermore, it aims to foster a cohesive customer journey that blends online browsing with in-store experiences; an attractive loyalty programme with exclusive benefits to encourage customer retention; and enhanced order fulfilment speed through efficient logistics and in-store staff assistance.
Since its launch, the e-commerce platform solidified the company’s digital presence with 1.3 million loyal customers, 1 million monthly active mobile users, and over 3 million application downloads. The platform has also been hailed as the No. 1 in direct traffic and website engagement and is regarded as the second-largest active install base in the UAE. The e-commerce platform ranked first as well in having monthly unique visitors and second in the shopping industry. It holds an impressive average engagement time of 22 minutes and 32 seconds and has sold over 5 million products. These numbers are a testament to the company’s commitment to quality and value.
Setting new benchmarks
Aside from its efficient customer approach, Brands For Less has also marked significant milestones in expanding its reach. In 2023 alone, the company launched its logistic fulfilment centre in Saudi Arabia, which manages its strategic executions and assists in retail operations. The 38,000m² facility, fully automated and equipped with state-of-the-art IQ Robotics systems, is situated in Sudair City for Industry and Businesses, which is 150km from the capital city of Riyadh. The logistic centre also created around 350 jobs, a significant employment opportunity that contributed to the local economy.
Fulfilling its declaration that 2024 is a path of innovation and expansion for the company, Brands For Less is set to extend its offering of quality and affordability to the retail consumers of Singapore. This upcoming addition in Singapore further solidifies Brand For Less’ identity as a global shopping destination. Aside from the UAE and Saudi Arabia, other countries where the company has established its presence include Oman, Kuwait, Qatar, and Bahrain.
