Welcome to Sara Trident Emirates (STE), one of the leading FMCG distributors in UAE with almost 4 decades of expertise in building and distributing brands across the UAE.

Sara Trident Emirates ensures your brand receives the optimum level of visibility, achieved through the successful implementation of both dedicated and comprehensive marketing strategies, delivering targeted weighted and numerical distribution. Our class-leading market understanding, strong product knowledge, state-of-the-art infrastructure, strong sales and marketing teams, along with a vast logistical network with access to a large retail reach, will provide seamless market access, helping you and your brand deliver against all business KPI’s. Our proven expertise has earned us the distinction of being among the finest FMCG distribution companies in the UAE and the Middle East.

Talk to us for a 360-degree plan or choose from a bouquet of services to establish your presence in the thriving UAE market.

A results orientated business partner, identified as one of UAE’s largest and best-established distributors within the FMCG category.

STE has quickly become a leading distribution company specializing in health, personal care and household products, offering a complete package of services to manufacturers, brand owners and retailers.

Forming part of the wider ‘Sara Group of Companies’, after almost 60 years of working within the region, the Groups’ core competencies remain the exclusive Distribution of a broad spectrum of FMCG, personal care, perfumery, cosmetics and household products and the Retailing of luxury brands, perfumery, cosmetics and designer fashion brands.

Message from Mr. Yaqoub Yousif Alsharif Alhashemi Chairman and Executive Director of Sara Group Holdings:

I am proud of the Sara Group of companies that we have built over a generation. From its humble beginnings we have created a regional business respected by both our suppliers and customers past and present. We have built our reputation upon honesty, integrity, and by always doing the right thing. We have consistently grown the value of the brands of our s upplier partners and enriched everyday lives by bringing outstanding global brands to our consumers and customers. We shall continue to play our part in bringing prosperity to the people of the United Arab Emirates.

• To be recognized as the most trusted independent provider of retail and distribution services in the GCC region.

• To offer exceptional brands of the highest international quality which contribute to the improved lifestyle and well-being of our customers.

Our Commitment and Values:
We seek to provide:
• Excellence in all things that we do (our people and service)
• The highest standards insight and understanding of the needs of our clients
• Efficient and ethical dealings in all our business relationships
• We embrace change to continuously bring creative solutions to our clients
• We endeavour to attract and retain the best staff by demonstrating mutual trust and respect
We believe this will deliver outstanding value and benefits to our
consumers, customers, business partners, employees and shareholders.


Exceptional knowledge of the UAE market with proven expertise in analyzing key market trends, competitor analysis, and identifying future avenues of growth.

Sara Trident Emirates aggressively applies its detailed knowledge of the unique and fast developing UAE market. This approach has succeeded in expanding categories and growing market shares. The wider SARA business is a diverse and dynamic group of companies, which have an outstanding record of growth and achievement in the key GCC markets of the United Arab Emirates and the Kingdom of Saudi Arabia.


A comprehensive, class-leading business partner, centrally located in Dubai Investment Park 2. (DIP2). Featuring a modern head office located in DIP2, state-of-the-art temperature-controlled warehouse facilities, and a comprehensive network of strategically positioned Sales Offices, Sara Trident Emirates provides full coverage of the United Arab Emirates.

  • Full Weighted and Numerical coverage of the retail trade within the UAE.
  • Centrally located temperature-controlled warehouse.
  • Reliable and consistent FMCG distribution in the UAE, offering full in-house regulatory support to manage and facilitate any product registrations with DM, ESMA, and the Ministry of Health.
  • Advanced operating and management information systems.
  • Marketing professionals to develop and implement brand plans.
  • Key account handlers for major retail trade management.
  • Sales and merchandising teams to action sales and distribution plans.
  • Dedicated Pharmaceutical sales force supported by medical representatives.
  • Cash vans to distribute to local groceries and traditional store base.


Enhance your brand reach with the dedicated sales & marketing teams, to deliver and implement dedicated strategic and operational marketing plans.

For over 20 years, Sara Trident Emirates has ensured the sales and marketing goals of our globally recognized brands are achieved through the synergistic integration of the globally defined strategies of our international trading partners alongside the local market knowledge of the Sara business team.

Supported by ‘clearly defined’ and ‘class-leading’ Sales, Marketing, and Merchandising personnel. Sara Trident Emirates has a proven track record in brand-building, market share growth, and product category expansion.

To brand owners, we offer everything you would expect from a class leading FMCG distribution house, including business and marketing planning, assistance on labelling and packaging issues, Ministry of Health product registration (if this is required for OTC products), and full coverage of all relevant retail trade sectors.

To retailers, we offer the best service as FMCG goods distributors, backed by one of the UAE’s strongest and best organised sales and merchandising teams covering all key personal care and household categories.

Both brand owners and retailers benefit from the combined expertise of our sales executives, merchandisers, and marketing team and have the convenience of being able to deal with one point of contact for the whole market.


Sara Trident Emirates serves as a one-stop solution for all FMCG distribution in the UAE. We offer full coverage of the UAE’s retail trade with on-ground sales support, a vast logistics network and 360-degree marketing support.

Comprehensive coverage of consumer products retailers including

  • Hypermarkets
  • Supermarkets
  • Independent groceries
  • Pharmacies
  • Duty-Free stores
  • Petrol station forecourt convenience stores
  • Department stores / Mother & Baby stores
  • Toy retailers
  • Hotels and Sport/Beach Clubs
  • On-Line Retail