Our Company

At Halai Trading Company (LLC), we import, market and distribute smart, branded products. We obtain great satisfaction and take pride in selling products that make life simpler and enjoyable for everyday consumers.

Our company was formed in 1989 and today employs over 50 people. From our headquarters in Dubai, UAE we are able to market products in the entire region.

Every year, we travel to major leading international exhibitions worldwide in our quest to source top quality, smart and innovative products. Our team of experienced sales managers, merchandisers, web developers and marketing experts ensure that we promote the brands we represent in a professional manner. We represent several world-famous brands, and are constantly looking to add more. Our company is suitably positioned to partner with suppliers and brands that require a professional and stable presence in the Middle East.

When we add a new product to our range, it becomes our mission to ensure that the brand reaches its full potential. Long term, enduring partnerships with suppliers is evidence that our business partners are satisfied with us.

As a family run business, our long term strategic goals are pursued in an ethical manner and the owners are involved in all major decisions.

If you are a new brand seeking a presence in this region, or even an existing brand looking for a new partner, you may contact us. Since we are always scouting for new brands, you can also meet us when we visit major international exhibitions in Frankfurt, Chicago, Birmingham, China and Hong Kong. Just drop us an email in advance to fix a meeting!


Our product range includes world-leading brands in Home Improvement, Houseware, Travel, Kitchen & Bath, Health, Sports, Gifts and Gadgets. Many of the products we sell have won prestigious awards such as the Red Dot Design Award and Good HouseKeeping Promises Award. We import, market and distribute only those products which meet our stringent internal criteria for quality, uniqueness and appeal. Every product we take into our product range is thoroughly tested by us to meet the highest standards. We have long term partnerships with brands from USA, Germany, UK, Switzerland, Australia, China, and Hong Kong. The list of brands has been growing steadily over the years.


We sell to leading Hypermarkets, Supermarkets, Home Improvement stores, Specialty Stores, Electronic Stores, Sports Stores, Gift and Gadget Shops.

In addition to standard Brick-and-Mortar outlets, we are also partners with most major online sellers in the region. Our dedicated E-commerce department works very closely with our online selling partners to ensure that we continue to be a part of the e-commerce growth in the region.

In 2016, we purchased the online website Fifty2Fifty3.com. The online selling portal operates independently and has a strong brand and product focus. Fifty3Fifty3.com is unique in that it facilitates sales of our products directly while also promoting our channel partners. Our aim is to maximise customer satisfaction by allowing the customer to buy from whomever they want, whether online or traditional big-box retailer.

Our customers are located all around the Middle East– in UAE, Oman, Bahrain, Kuwait, and Jordan. We work very closely with retailers to ensure that they are able to maximise the monetary returns from our products. Our in-house capabilities include the ability to design POS displays and marketing material according to the customers’ specifications.

Since distribution and logistics are owned and operated by us, we are able to ensure prompt delivery and maintain adequate inventory of the products we supply, so retailers who buy from us rarely face stock shortages.

Dedicated brand and product managers support the sales managers in looking after the major brands.