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How a UK brand reaches a Gulf shelf
Six stages, in the order they happen. Most brands take three to six months from the first conversation to the first delivery to a retailer. Products that need registration take longer.
First conversation
You send your range, price list and where you sell today. We ask the questions a Gulf buyer will ask.
You: price list, catalogue, current markets.
Us: a call within days and a first view on fit.
Fit check and price ladder
We compare your range with what is on shelf now and work out the shelf price your products would land at once freight, duty and margins are added.
You: carton sizes, weights, Incoterms.
Us: a price ladder from ex-works to shelf, and a recommended launch range.
Samples and buyer feedback
Samples go to Dubai and in front of the buyers most likely to list them. Their feedback shapes the launch range.
You: a small set of samples.
Us: buyer meetings and written feedback.
Registration, labelling and first order
Products that need registration, conformity marks or Arabic labelling are prepared. We agree the first order and the launch plan.
You: certificates, label artwork, production slot.
Us: registration, label checks and the purchase order.
Shipping and launch
Stock ships to Jebel Ali, clears customs and goes into Elite Horizon's warehouse, then out to retailers, hotels and online channels.
You: goods ready on time, export documents.
Us: import, storage, sales and delivery.
Replenishment and review
We share sell-through, plan reorders around the season and agree promotions. Every quarter we look at what to add, drop or reprice.
You: forecasts and new products.
Us: sales data, reorders and a regular review.
The price ladder, explained
Every brand we take on gets a ladder showing how its ex-works price becomes a shelf price. It is the single most useful document in the whole process, because it shows early whether a product can sell at a price customers accept.
A ladder runs from your ex-works or FOB price, through freight, insurance, customs duty and clearance to a landed cost, then adds the distributor and retailer margins and any VAT to reach the shelf price.
Read more in our guide, Taking a UK brand to the GCC.
| Ex-works or FOB price | Your price |
| Freight and insurance | Sea or air to Jebel Ali |
| Duty and clearance | Paid on import |
| Landed cost | In the warehouse |
| Distributor margin | Import, stock, sales, delivery |
| Retailer margin | Shelf space and selling |
| Shelf price | Including VAT where it applies |
Start with stage one.
Send your range and price list and we will book the first call.