Toys For Less - Jumeirah Village Circle - JVC Branch

The BFL Group is one of the world’s leading off-price retailer of fashion and homeware. Based in United Arab Emirates, we serve over three markets across the Middle East and Europe.

Our journey started when our unique off-price business model – Brands for Less – was introduced to Lebanon in 1996. Four years later, in the year 2000, we had a home in the UAE.

Our goal is to delight customers and entice them back with the promise of exceptional pieces that excite – all at up to 80% off the original retail price for fashion designer brands. Our unique “Treasure Hunt” model ensures there is always something new to explore, desire and discover within our stores. Our customers walk out with new items every time they visit any of our stores.

As Brands For Less, driven by optimized rapid-purchase strategies, became a phenomenon across the Middle East, we expanded to engage new audiences. We acquired exclusive rights to the Tchibo franchise in the MENA region, selling the German brand’s homeware and apparel at very competitive prices associated with premium customer care environment. Our UAE presence evolved into our central operational hub from where we distribute rapidly to other markets.

While we are proud of the customer trust, support and loyalty we have achieved, we never take it for granted and are always looking at new ways to delight. We have launched our Toys For Less concept that extends our off-price retail model to toys, kids apparel and party costumes. We have also recently acquired franchise rights for Korean brand MUMUSO that we have taken to Lebanon and Malta.

We take our reputation as pioneers in the Middle East’s value sector seriously, and furnish it daily both at strategic and tactical levels. Through it all, our primary objective remains customer satisfaction generated by unlocking great experiences at spectacular value. We continue to expand our product range in line with our customer-centric principles, making sure that store visitors benefit from a rich, all-in-one experience where surprise and delight is always around the corner. Our latest push is towards making the Brands For Less more inclusive for customers worldwide by taking our e-commerce experience to new audiences.