How Brands For Less is mapping a positive course through Covid-19 pandemic

How Brands For Less is mapping a positive course through Covid-19 pandemic

The founding partner and CEO of budget retail outfit Brands For Less (BFL), Toufic Kreidieh, described a visit to one of their many stores as a “treasure hunt”, with bargains to be had on various designer labels. However, some could argue that it is he who has struck gold in the past 12 months, despite the continuing coronavirus pandemic.

“Brands for Less is an off-price retailer. We really grow when there is a crisis taking place and this was the case during Covid-19 where we were able to grab very good opportunities in different places. We acquired a lot of properties, we signed a lot of deals and good contracts,” he told Arabian Business.

The company, which was founded by Kreidieh and Yasser Beydoun in 1996, opening their first store in Lebanon, launched 11 new stores during 2020 and has a current pipeline of 14 other stores set to open their doors this year.

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Kreidieh said: “We were signing contracts left, right and centre because it was a buyers' market, everyone was worried and we were lucky to really grab opportunities.”

And he said he is happy