This is Homegrown DXB, hosted by Omar Butti, the show taking you inside the lives of the people changing yours, right here in Dubai. 

Dubai is often thought of as a city of luxury, where those with discerning and expensive tastes are catered to. But Dubai is also a place that appreciates a good deal. Our guest today capitalized on the emirate’s appetite for smart savings. After moving to Dubai for work in the year 2000, Toufic Kreidah pivoted and brought his concept, Brands 4 Less, to the city, selling fashionable brands at budget prices. The company has since grown into the BFL Group, an organization with operations all over the Middle East, South East Asia, and Europe. The 4 Less empire has expanded to cover other verticals, including Toys for Less, Homes for Less, and Luxury for Less, and well as acquiring international names like Mumoso and Tchibo. In August of 2024, Brands For Less sold a 35% stake to the US-based TJX Companies for 360 million dollars, valuing the off-price retailer at an impressive $1.2 billion.