Algawzi Trading Establishment
Formed in Yemen under the ownership of Al-Gawzi Brothers in 1990, under the existing laws of the Republic of Yemen.
As an importer and wholesale distributor of all kinds of FMCG, representing international manufacturers, companies, and agencies, the primary objective upon the formation of this establishment was to enter the importing and trading sector as a wholesaler and distributor covering all parts of the Republic.
With our existing operations, we are able to distribute our range of products in all major cities of the Republic, either through our van salesmen or by our out-country-based system (Authorized Agents).
Algawzi Trading
Initially, Al-Gawzi Est. coalesced its management with some reputable companies, thereby gaining valuable experience in distribution management and establishing itself as a recognized distribution entity.
In a short span of time, its leadership, honesty, transparency, ambition, and dedication to serve both major and minor customers were recognized and appreciated. The establishment has always responded with meaningful contributions to its agencies, principals, customers, and society as a whole.
The establishment possesses extensive knowledge and experience in all phases of business — planning, organizing, staffing, directing, innovating, representing, and controlling — from marketing to distribution, and has consistently demonstrated professionalism in its dealings with its partners.
Algawzi Trading Establishment always deals with its agencies, customers, and end-users as partners, not merely as business associates; therefore, transparency remains one of our most valued principles.
Our business roots date back to 1974, when we began as wholesale traders of chocolates and confectionery under the management of our founding father, Mr. Ahmed Al-Gawzi. At that time, we used to import goods from neighboring countries.
Later, Algawzi Trading Establishment was officially founded in its current form in Yemen under the ownership of Al-Gawzi Brothers in 1990, in accordance with the laws of the Republic of Yemen.
This marked the beginning of our operations as importers and wholesale/distributors of a wide range of Fast-Moving Consumer Goods (FMCG), representing international manufacturers, companies, and agencies. The primary objective behind the establishment was to enter the importing, wholesale, and distribution business covering all parts of the Republic.
We seek not only to make profits but also to build long-term relationships with all parties to achieve a mutually beneficial (win–win) position.
Algawzi Trading Establishment has strong national ambitions and commitment in Yemen. We firmly believe that Yemen is a country with great opportunities and potential. The response to our services has been highly positive, and our business growth has been particularly impressive
Letter of The Chairman
In the early 1980s, from a small shop in the heart of the old city of Sana’a, Al-Gawzi began to draw the first lines of a bigger and more challenging picture.
In that ancient bazaar, we have always cherished the values of the typical Yemeni trader — being honest, reliable, and always seeking what is best for our customers.
Therefore, the Yemeni people, not profit, were — and will continue to be — our main focus and ultimate goal to satisfy through our company’s services. We have taken it upon ourselves to introduce safe, well-known, and premium-quality products to our customers and to ensure their availability throughout the country.
1990 marks the official beginning of Al-Gawzi as a distributing company with a clear and definite goal ahead of us: to position our company as a leading FMCG distributor.
It didn’t take long before our name became associated with prestigious quality in the minds of our customers. This is something we do not take for granted, as we continue to work diligently and invest in continuous development to maintain and enhance our level of service — and to go even further wherever possible.
Finally, I would like to extend my sincere gratitude to our partners abroad for their support, to our employees for sharing our passion and helping us reach where we are today, and — last but not least — to our customers, who trust in our service and uphold our values
Operation Strategy
Our marketing strategy is designed not to depend solely on wholesale, but rather to reach every retail store across the country through the following guidelines:
- Creating demand for the wholesale business
- Route planning
- Aggressive selling
- Dedication and commitment to each brand
- Maintaining hygiene standards
- Ensuring proper product display
- Offering incentives
- Building and maintaining product image
- Collecting feedback on competitors’ market share, products, prices, and quality
- Gathering feedback on consumer requirements, packaging, and sizes
Markups are set realistically in line with market conditions.
We start with the Retail Selling Price (R.S.P.), comparing it with similar products in terms of quality, size, brand reputation, and country of origin.
Retail margins for food products generally range between 15% and 25%.
Bonuses for both retail and wholesale customers should be attractive enough to encourage them to stock and display our products effectively.
We set annual sales targets and offer motivational bonuses upon achievement.
Marketing activities include:
- Product Launches
- Advertising
Although after-sales service is provided indirectly under our current cash sales policy, we still serve our customers with the utmost care — ensuring that the right quantities are delivered to the right place at the right time.
We sell only the necessary quantities to cover the sales representative’s visit cycle.
Sales representatives often assist customers by transferring stock from one store to another based on customer demand.
We follow and enforce the FIFO (First In, First Out) system in all stores.
Our sales team assists in displaying, pricing, and cleaning products after sales or during routine visits.
Merchandising is considered an integral part of the sales representative’s responsibility and service to customers.
- University graduates are preferred, carefully selected, and compensated with competitive income and performance-related bonuses.
- Self-motivated individuals are given priority.
- Periodic training is provided to all staff members according to their specific areas of work.
- Our system follows an upgrading principle — you either grow or leave.
- Performance assessments are conducted quarterly.
- Product knowledge and belief are considered essential for all employees.
(In coordination with our principals)
- Staff training
- Order management process
- Marketing plan implementation
- Transportation
- Managing damaged quantities
- Expired product policy
- Credit line policy
- Pricing