B&T Brands and Trade Services Middle East DMCC Opens Doors for US and European Brands’ Expansion Plans #Dubai - Dubai City Guide
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B&T Brands and Trade Services Middle East DMCC Opens Doors for US and European Brands’ Expansion Plans
(2 November 2017)


After several months of negotiations, B&T Brands and Trade Services Middle East DMCC is happy to announce that they have signed partnership agreements with several F&B and retail brands from US and Europe to introduce these new concepts to the Middle East, particularly in the GCC region. These brands include Goodcents, a sub sandwich brand from the US; LERROS, a fashion apparel brand for men and women from Germany; Ligne St. Barth, a cosmetics brand from the French Caribbean; Gretchen, an award-winning handbag from Germany; and A Fish Named Fred, a stylish and new lifestyle brand for men from The Netherlands.

Since its inception in Dubai in 2012, B&T Brands and Trade Services has made a name by being hands-on in the quality management of the brands it represents. This is the same reason why the owner, Mr. Alexander Prietz, has decided to go beyond brand representation and venture into retail operations.

“Our company started as brand agents for European brands who are looking to enter the Middle East market,” said Mr. Alexander Prietz, CEO and Partner. “But, as we progress, we see there is still a huge potential for these brands to grow and as agents, we are limited with our movements in terms of quality management. So, I have decided to partner with Mr. Mohammad Alawi and Mr. Rayan Azab, who are very well-known in the industry, to grow the company and be one of the leading F&B and retail organizations in the region,” he added.

Mr. Mohammad Alawi has recently joined B&T Brands and Trade Services after serving as CEO of Red Sea Markets in Jeddah, Saudi Arabia. He still serves as Board of Advisor for Red Sea Markets but has relinquished his role in the daily operations. Currently, he is the Chairman of the Shopping Malls Committee of Jeddah Chamber of Commerce.

“The Middle East market may seem to be saturated with retail concepts both home-grown and franchises, but that is not the case. Consider Saudi Arabia, which is home to over 30 million inhabitants; with this many people and Saudi Arabia being less stringent with policies and regulations, we do need unique concepts to introduce in this country,” Mr. Alawi said. “I have worked in shopping centre and retail real estate for more than 25 years now and I think it’s about time I have a hand in bringing fresh retail concepts to the region through our company B&T,” he said.

While majority of the company’s brands are from Europe, B&T’s foray into US brands was brought upon by its third partner, Mr. Rayan Azab. He lived in the US for 18 years and has also brokered deals for brands who would like to enter the Middle East market.

“Like my partner Alexander, I believe that we can do more if we operate and manage our own stores and concepts. Among the three of us, our vast wealth of expertise will not just help the brands we partner with grow in numbers within the market, but also expand these brands successfully in terms of quality and brand loyalty from customers,” said Mr. Azab.

B&T is currently in talks with several investors for opening the stores in their respective markets. The first store is targeted to open second half of next year. “We are open to joint ventures as well for some of our brands. As of this moment, we have even more exciting brands in the pipeline and will announce once agreements are finalized,” Mr. Azab added.

Recently, B&T participated in the franchise expo event by MENAFA last October 18-19, 2017 for their brand Goodcents. Mr. Azab also had a chance to present the brand at their conference. B&T is attending this year’s RECon MENA 2017 event from October 30-31, 2017 at the Ritz Carlton Hotel, DIFC; and on November 27-28, 2017, B&T partner Mr. Mohammad Alawi will be speaking at the Middle East Retail Forum event. 


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