U.S. Brand Launch in the UAE
First Choice takes a domestic personal care brand into the Middle East.
6 Months to launch
retail doors at launch
5 Markets in Pipeline
Situation
A U.S.-based personal care brand had strong domestic performance at mass and drug retailers and was ready to explore international distribution. Leadership identified the UAE as a priority market but had no regional distributor relationships, limited knowledge of local certification requirements, and no experience protecting the brand from gray market diversion.
What We Did
Conducted a market entry assessment covering UAE retail structure, key channels, and pricing architecture
Identified and vetted 5 distributor candidates through our established MENA network
Managed local product registration and certification requirements
Negotiated distribution terms with anti-diversion protections built into the contract
Coordinated first shipment logistics from U.S. manufacturing through UAE point of entry
The Result
The brand launched in Multiple wholesale and retail doors in the UAE within six (6) months of engagement. The first container order was fulfilled on time and in full. The distributor relationship has since been extended to an additional 5 markets to encompass the entire GCC countries, Saudi Arabia, Kuwait, the United Arab Emirates, Qatar, Bahrain, and Oman, as well as some North Africa markets.