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Al Barshaa is a result-oriented, medium-size, trading and distribution outfit, focusing on the UAE market and the traditional Dubai export markets of The Middle East, Africa and Central Asia. Al Barshaa's operational strategy emphasizes a flat, low-cost operation, directly managed by its 3 partners that are hands on the business, each with specific responsibilities, and a highly motivated and involved core sales team that is heavily rewarded on performance. This mode allows tremendous business flexibility and fast decision making.

The company was established in UAE as a distributor of leading imaging brands such as Eastman Kodak, Die Nippon Japan, Noritsu Japan, DigiRefurbLab of Singapore and Red Moments of India. Al-Barshaa rapidly and firmly diversified into innovative/alternative household and consumer electronic products, successfully introducing several Private Labels from manufacturers like THEO & CO., (Pizza Perfector), CJ O Shopping (Foot massager), Tristar of Canada (Silly Slippeez), Intersell Ventures (Anytime Grill, Buntastic), and a few others. The main channel strategy in this line evolves around a partnership with the Middle East's leading home TV shopping network, online shops, along with select and relevant retail channels.

The management team (partners) combines more than 55 years of trading, distribution, logistics, marketing and cultural experience in the UAE, and the surrounding markets of Middle East, Africa, Central Asia and the Sub-Continent, with a very strong and proven business network. Al Barshaa capitalizes on the advantages Dubai provides to the business community and has established a facility in Jebel Ali Free Zone with efficient logistics partners.