About Us


To be the preferred
brand building partner in the region

At Al Seer we partner with brand owners to build brands. Our primary objective is to grow brands faster than their respective categories,
through category insight and flawless execution at the point of purchase.


Al Seer is constantly setting new benchmarks in FMCG distribution.

Industry leading standards in:

  • Width and depth of coverage
  • Service standards
  • Key account management
  • Execution at point-of-purchase
  • Optimized operations

Chairman's Message

Welcome to the Corporate Website of Al Seer Group.

It gives me a sense of immense satisfaction and pride to share with you the phenomenal growth that Al Seer as an organization has witnessed, in the face of the highly competitive times that the UAE FMCG industry has experienced in the past decade.

Since it’s inception in 1961, the Group has successfully managed, sustained and enhanced it’s portfolio of partnerships, providing best of breed sales and distribution services to some of the finest brands in the world.

Our success can be attributed to our ability to stay ahead of competition by consistently investing in people, technology and processes. Our strength lies in our diversity - talent drawn from nationalities around the world contributing to a vibrant organization that is geared to respond to business imperatives. Our logistics & warehousing facilities across geographic locations, enables us to deliver enhanced services, seamless integration and operational excellence. Our business processes are powered by SAP, giving us the agility to respond to business opportunities with speed and precision.

image Ali Albwardy, Chairman

In line with our vision to be the preferred brand building partner of FMCG brands in the Lower Gulf, we have been able to capitalize on growth opportunities by expanding our business horizons to Oman in addition to consolidating our distribution presence in the UAE.

As an organization, our strategic differentiation lies in our ability to work collaboratively with our partners for cost efficiencies, speed to market and capitalizing on business opportunities. We are committed to the pursuit of excellence.

CEO's Message

Welcome to the Al Seer Group web site.Thank you for having taken the time and I’m confident that the information presented here will leave you with a greater insight into our group companies and the broad range of products and services we offer and the markets we serve.

Founded in 1961, Al Seer group has a legacy of over 50 years of building & maintaining; in successfully distributing FMCG brands across the Lower Gulf consisting of UAE and Oman. We are proud of our reputation as the largest distributor and the preferred brand building partner in this region, successfully maintaining partnerships which range from new businesses to 50 year old partnerships.

Our corporate culture is one of dedication, respect and continuous improvement. We measure our success by our customers’ and partners’ successes. In a time marked by rapidly changing technology, I am proud to say that our companies have kept ahead of the technological advances and can be seen as the pioneer in systems and processes in the Gulf.

image Fouad Touckly, CEO

These advancements supported by the right set of people, sharing our vision and culture have led to our all round success year on year. We have a strong commitment towards increasing our top line by growing base business supported by selected acquisitions, new businesses and expansion into new geographies and product categories. We appreciate the support and trust that our partners have in us and the relationship that we enjoy with our customers.

We believe in giving relevant share of mind to all our partners and have therefore structured the companies into Strategic Business Units with dedicated front end sales and merchandising structures to focus and channel their efforts on a pre-determined set of products; leading to quality inputs and a professional approach. In order to better serve our partners and customers, Al Seer Group is investing heavily in its employees, internal processes, tools, and IT systems. We are strengthening our existing core competencies as well as investing in the development of new capabilities to meet increasing requirements. Al Seer Group strives to be recognized as an employer of choice and has established programs designed to attract and retain a highly skilled and motivated workforce. Our people are our greatest asset.

Al Seer Group is poised to traverse a sharp growth trajectory and as an organization will continue to develop capabilities necessary to meet challenges of the future.

Warehousing and Distribution:
Warehousing across 10 locations in the UAE and Oman includes full services facilities with real time data connectivity.
75,000 pallet locations of storage space.
HACCP and ISO 22000 certified warehouses across 5 locations in the UAE and 5 locations in Oman which includes:-
Multiple temperature storage zones ranging from -22 to +18 C for optimal storage of goods.
State of the art racking systems featuring ability to select double deep, drive-in mobile racking, VNA and orbiter for optimal storage.
An extensive fleet of 330+ vehicles cater to product delivery requirements across all major channels.
Information Technology:
We use SAP based ERP systems with robust decision support systems that help to drive the business.
All locations are connected in real time to ensure optimal sales across all major channels.
Sales van/operators supported by real time data.

Senior Management




COO, Al Seer


GM, Corporate Services


GM, Fine Fair


GM, Oman Operations


Since 1961,Al Seer has grown from its origins to become a leading distributor in the UAE and Oman. We cover a broad range of product categories and sales channels providing distribution services in the region. Today, Al Seer is one of the largest FMCG distributors in the Lower Gulf.



Al Seer Group is comprised of number of divisions that focus on separate brand portfolios.

Al Seer divisions service the complete spectrum of channels across retail, pharmacy, and out of home. Our coverage spans the breadth of the UAE and Oman. Our offices and warehousing facilities are strategically located to ensure speedy delivery of products to our customer base.

Each of the divisions of Al Seer is an SBU that handles a portfolio of brands. Every division has a dedicated and independent sales team responsible for achieving the milestones agreed with the respective partners. Each SBU also has dedicated functional teams representing Finance, Supply Chain and Trade Marketing – all focused on driving business with brand partners.