Toufic Kreidieh, Executive Chairman of the Board & Group CEO of BFL Group - one of the leading off-price retailers in the Middle East and Europe. Kreidieh’s strong drive helped him survive the hardships of growing up in Lebanon during the Civil War and honed his business acumen. Today, Kreidieh is a role model for upcoming entrepreneurs and has appealed immensely to the Gen Zs through his social media platforms.

Toufic Kreidieh started his business journey alongside his partner and best friend Yasser Beydoun back in Lebanon in 1996 where they opened their first ‘Brands for Less’ store. In the early 2000s, they established the Group’s headquarters in the UAE. Under Kredieh’s direction, the Group has launched a series of retail concepts including: ‘Brands For Less’, ‘Toys For Less’, ‘Homes For Less’, ‘Muy Mucho’ and ‘MUMUSO’ alongside their latest portfolio additions of ‘Luxury For Less’ and ‘Beauty For Less’ stores. Kredieh has always been known for his drive, passion and quest for success. His charisma and optimism have been well received and celebrated by all generations who follow Kredieh closely on social media.