Meet Toufic Kreidieh

Toufic Kreidieh is a seasoned and successful leader with a strong track record in producing, presenting, and managing the implementation of innovative business solutions. A business leader on his own right, he has the unique ability to use every opportunity to drive growth and deliver success. 

Over the years, Kreidieh has gained a wide network of business relationships and is highly successful in implementing business process improvements, defining companies’ direction, achieving goals, and fulfilling dreams. It is no wonder he has been named one of the top 100 most influential retail leaders in the Middle East and Africa in 2021  and 2022 by Images RetailME, a leading regional publication for the industry.

His leadership was backed by his professional experiences, starting as the managing director for three years for the Ajman Free Zone Authority. He contributed significantly to the industrial development of the free zone which led to AFZ attracting more international companies and thereby consolidating its position in the trade and industry and financial sectors. Kreidieh later moved back to Lebanon, his home country, to work as the General Manager of Gulf Oil and led the business operations and administration of the company, including the development of programmes to enhance the efficiency of the company’s operations. His successful efforts led to the company achieving growth and exceeding targets by 13 per cent during his last term at the company. 

Determined to run his own business, he finally took the bold step in 2000 to fully develop Brands For Less, which he started with his best friend and business partner, Yasser Beydoun in 1996, and expanded its operations to set up the headquarters of BFL in Dubai, UAE. This was the turning point for Kreidieh and took the role of CEO for the company. Since then, there was no stopping for the retail icon and further expanded Brands For Less as a retail group, setting up stores in other countries in MENA and Europe. 

A graduate of Lebanese American University in Beirut, Lebanon in 1993, Kreidieh follows his own motto: “When you have enough dreams to run after, you will always have enough time to fulfil them.”