Trading
A century of moving goods and building brands — bringing the world's most trusted products to the region, and increasingly creating our own.
A division of Mostafa Bin Abdullatif Investments L.L.C
With over a century in retail and trading, MBAL has evolved from representing international brands to creating and distributing its own.
From security to lifestyle, our trading arm brings innovation and insight to every product we offer — backed by a reputation for reliability that has been earned, partner by partner, since 1924.
See what we trade →- Established
- 1924 · Dubai, U.A.E.
- Model
- Brand representation, distribution & own labels
- Range
- From security to lifestyle
- Standard
- A century-old reputation for reliability
The New Store
The New Store L.L.C is MBAL’s distribution and retail arm. For more than fifty-five years it has brought premium electronics and home appliances to customers across the Emirates, earning a reputation for quality products and dependable, knowledgeable service.
It is also the regional home of some of the world’s most trusted names — representing global brands including Braun, Oral-B, Delonghi, Beko, Valera and Revlon, and pairing them with the after-sales service and reliability the region has come to expect from MBAL.
A selection of the international names carried through The New Store.
Visit thenewstore.ae →AXON
AXON is MBAL’s security, automation and signage arm, serving organizations across the Gulf since 1963. From certified security safes and office automation to large-format signage manufacturing, it supplies and installs the systems organizations rely on to operate securely, everyday
AXON works across three specialisms — Security Systems, Integrated Solutions and Signage Industries — pairing technical depth with end-to-end delivery, from specification and supply through to installation and long-term support.
Three specialisms.
Security, automation and signage — each a full operation in its own right, specified, supplied and installed end to end.
Security Systems
In operation since 1963, supplying certified security safes and office automation. As the exclusive U.A.E. distributor for ChubbSafes and Legamaster, it pairs internationally certified protection with professional presentation systems.
Integrated Solutions
15+ years delivering end-to-end technology systems — across audio-visual, security, IT infrastructure, automation and structured cabling — designed and installed to help organisations operate more securely and efficiently.
Signage Industries
Wayfinding and signage delivered as turnkey projects, from specification through installation. A global partnership with Modulex underpins durable, professionally executed signage for commercial and institutional environments - produced at AXON's own in-house manufacturing facility, giving full control over fabrication, quality and delivery.
A selection of the international names supplied and installed through AXON.
Visit axon.ae →MBAL General Trading
MBAL General Trading represents Card Tronics in the region. Through this partnership it brings the software and hardware that power seamless transactions — across retail, hospitality, banking and telecom — to the businesses that depend on them.
The result is technology that improves both the customer experience and the efficiency of the organisations behind it — delivered with the after-sales support and accountability a transaction-systems partner is judged on.
Dubai Ice - Ice Makers of Dubai, since 1971
Dubai Ice Plant is one of the U.A.E.’s oldest ice factories, operating since 1971. For more than five decades it has supplied reliable, industrial-grade ice to the fisheries, food & beverage and construction sectors across the region.
It pairs that heritage with the consistency and scale today’s operations demand — meeting volume and reliability standards customers can plan around.
M3
M3 Trading is built to create products that meet the needs of today and shape the markets of tomorrow. It brings together insight, creativity and technology to develop smarter, more capable solutions.
Where other parts of the division represent and distribute established brands, M3 looks forward — building and bringing to market products of its own, held to the same standard of execution.
From security to lifestyle.
A deliberately broad range, held together by one standard — only products we would stand behind ourselves.
Security & Safety
Protective and safety-focused products for homes, businesses and institutions across the region.
Lifestyle & Consumer
Everyday goods chosen for quality, design and the way they fit modern life.
Brand Partnerships
Long-standing relationships with international makers who trust us to represent them locally.
Own Labels
Products conceived, sourced and distributed under MBAL's own names.
Distribution & Logistics
The warehousing, fulfilment and regional distribution network that moves our brands reliably from source to shelf.
Bring your brand to the region.
Whether you are a maker seeking a trusted partner or a customer seeking quality you can rely on, our trading team would be glad to talk.
Request an introduction →