top of page


Established in Dubai in 2013, Al Suadaa General Trading L.L.C. is the Dubai operating arm of an international initiative by its British founder, aimed at bringing high quality brands and products from all over the world to customers in the United Arab Emirates and the GCC. With past experience in the Middle East, South East Asia and Europe, and a background in hospitality and retail operations, the company’s founder and managing director brings a wealth of understanding to the international trading process.

Using the latest technology and best practice, our company has thus far primarily supported and served sectors such as sporting goods, FMCG, education and sports nutrition. We are, however, always looking for opportunities to offer our particular trading skills in support of new brands, products and sectors.

We actively represent, market and manage events on behalf of our principals and dealerships, with the aim of constantly increasing brand and product awareness, increasing market share and ultimately generating sales. For our new and existing principals, we also offer a “one-stop-shop” for the trading process, covering such areas as local representation, logistics and supply chain management, regulatory compliance and clearance formalities.

Al Suadaa About Us
Al Suadaa Mission


Al Suadaa General Trading strives to create long term business relationships with both its international suppliers and principals, as well as our local customer market. Always aiming to support the highest quality products at the best possible prices, our strong business relationships and local market knowledge help us provide this service to our customers.


Taking full advantage of our experience and market knowledge, we offer international producers and suppliers excellent prospects for sales generation in the UAE and the GCC, both to end users as well as other businesses/distributors.


We are dedicated to giving continued customer support and necessary services to both our principals and customers, maximizing the benefits from maintaining close and exclusive business relationships with our principals and suppliers.


Representation & Incubation

Distribution & Logistics

Marketing & Events

Training & Support

bottom of page