Redwood Retail is a retail company based in Dubai, UAE since 2013. Redwood Retail was created in 2013 with a vision to create and build new retail brands to fill existing market gaps in the UAE and further in the Middle East.

MEROË – The Bed Boutique is a retail brand that offers customers a one-stop shop for their full bed solution. We offer a wide range of bed linens, pillows, duvets, mattresses, and matching towels/bathrobes. Our bespoke ranges offers client a customization service to create their own bed set. We custom make your bed to your liking, starting from the colors of the sheets, the design patterns, the color of the embroidery on your duvet covers and sheets, all the way to offering a full bed solution that exceeds the comfort levels experienced in luxury five stars hotels. We will assist you in achieving an outstanding experience in your bedroom and bathroom every night.

White & Velvet is the latest addition to UAE’s home luxury lights, table and floor lamps, side tables, accent chairs and stools in addition to classic and modern accessories. Illuminate and enrich your space with a striking lamp. Discover our vast range of matchless and timeless collection.Our collection varies from strong forms and crisp details that are set against fabric-like, softly fluted glass, gold and silver metal, different shades of ceramic and a la bester. Sleek geometric construction frames the textural appeal to more timeless, classic and modern designs that will bring a sparkling crystal beam of life into your living space.

Managing a team of 60 associates to deliver our top and bottom line targeted figures. I managed the sales team to ensure we are closing the targeted sales figures needed to achieve our yearly budget. Overseen the Operations team to ensure that all jobs were delivered and executed as per our standards and meeting the clients' expectations and preference. I was working very close to the Finance team to ensure that our cash-flow is always positive and our bottom line is consistently healthy.Finally, I managed to increase the company's bottom line by 9% over the span of two and a half years.

Managed 12 high-end worldwide AV brands for the Middle East. Was responsible to prepare the sales and marketing plans for each brand, present it and approve it from the Middle East distribution management team and further from the brand's management teams in Europe and the USA. Was responsible for setting up the pricing policy for each market/brand in the Middle East and consistently ensure that all countries and dealers have the latest prices and following it. Was responsible for stock management for all fast moving items, and also dropping the lead-times for all custom made products needed by the various dealers in the Middle East. Was responsible to grow the business yearly (5-15% per year - depending on the brand and the market), recruit new dealers to meet the increasing yearly targets for the whole region, and service the old dealers to further grow their yearly purchases and constantly increase their loyalty by adding more brands that suits their portfolios. Managed the service department for the region and ensured all faulty and repaired items are turned around in the best and optimum time possible, highlighting to our clients that we are always there to deliver the right support and the best turn around time possible.

Preparing a business plan to acquire “JYSK” (one of the biggest furniture and accessories retail brands in Scandinavia) for the Middle East region. Developed the brand vision, strategy, and positioning for the ME. Choosing locations for retail stores, worked on retail store planning and merchandising, stock ordering, overseeing shipping and clearance, and finally opened the first JYSK store in the Middle East. Managed the delivery teams and ensured a high level of customer service is delivered with every shipment to customers’ homes. Created local policies and procedures for the brand, and arabization of Logo and Corporate Identity. Negotiations with various mall operators for plans of growth and acquisition of space. Conducting weekly store tours with Store Manager to ensure the store is up to standards at all times. Managing waste and ensuring it is at its minimal. Planning the warehouse build-up and ensuring the most efficient use of space. Recruitment of the full JYSK team and training them on expected customer service levels.

Starting a retail own brand specialized in bedroom and bathroom accessories in Saudi Arabia. Create the Corporate Identity and Store Concept through Branding Agency and Retail Designers. Develop the business plan for the initial 5 years of operation. Choose the retail locations and source all products from worldwide manufacturers by attending all major trade shows in Europe, USA, and Far East. Negotiate all orders and plan the shipping/procurement to Saudi. Pricing all items for the brand and ensuring financial goals and margin objectives were achieved as per business plan. Work closely with collection building team and ensure our season looks are aligned with our brand positioning and brand image. Opened three stores during my employment with the company, and got promoted to their UAE head office to launch JYSK for the Middle East (as mentioned above).

Assisting in running the sales department for THE One (Jumeirah, Wafi, Burjuman and Sharjah Stores). Responsible for achieving the sales targets allocated through managing the daily operations of the Stores. Ensure a high level of customer service is delivered to all customers at all times. Ensure all ranges are displayed fully for all customers to consider and buy. Conduct bi- weekly store tours to make sure all store is up to standards at all times, and full ranges are displayed properly. Monitor the replenishment cycle and ensuring the warehouse deliveries are complete and accurate. Keep track of the waste generated by either the warehouse or the stores and working on deceasing it to its minimum. Responsible for personally deal with credit customers along with home design customers, and try to maximize their sales whenever possible. Prepare Schedules for sales staff/seniors/supervisors and ensure full coverage on sales floors for all the stores at all times of the month.

Managed the dry grocery department, which consisted of three buyers. Was responsible for choosing, negotiating, buying and pricing the dry grocery range. Achieving a sales and a profit target on a monthly basis. Overseeing the warehouse problems and trying to solve out of stock problems. Also, Responsible for negotiating the major deals for the chosen items that has to go on the monthly promotional calendar and expect the quantities needed to support the promotion. Major suppliers: Coca cola, Uni-Lever, Mars, Cadbury, Nestle, Master Foods and P&G.

Responsible for designing and implementing the company’s yearly promotional calendar. The promotions calendar consisted of two annual promotions, where a creative idea is taken all the way to working out the mechanics, expecting the costs, the expected extra sales generated, and the implementation of the whole mechanics of the promotion. Also, responsible for choosing the monthly lines that has to go on promotion through heading the promotions committee meeting, which represented a senior member from each major department of the company. Finally, communicating with the advertising agency for the advertising the monthly promotions below and above the line.

Serving and securing old customers, while achieving the set monthly sales target. Identifying future prospects and successfully increasing company’s customer base. Continuously monitoring the customer’s credit limits with collection of late invoices. By the end of the year, I was the best salesman for the company, while upholding the highest percentage sales increase year on year for my area.

Responsible for opening, closing, transferring accounts for customers. Furthermore, was supporting the credit department by dealing with credit customers’ personal accounts.