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About AlAyn Holding

AlAyn Holding brings together specialized businesses in distribution, organized retail, food & beverage, logistics and digital commerce.

The AlAyn Tech flagship building in Baghdad

Our story

Ayn Al Fahad Group is an important part of AlAyn Holding, connecting international brands with local markets through its companies and operating capabilities.

An important part of that story is the growth of Ayn Al Fahad Group: from a single electronics business established in Baghdad in 2004 to an integrated regional business ecosystem.

The group’s development brings together wholesale distribution, specialized retail, food & beverage, logistics, digital commerce and customer care — capabilities that connect global brands with local markets.

Who we are

Specialist businesses, connected through AlAyn Holding.

AlAyn Holding brings together a diversified business structure. Within it, Ayn Al Fahad Group and its operating companies and divisions serve distinct sectors and markets.

AlAyn HoldingHolding company
Ayn Al Fahad GroupBusiness group within AlAyn Holding

Operating companies & divisions

Distribution, retail, food & beverage, logistics, digital commerce and care.

Explore the businesses

Vision & mission

The ambitions and principles that guide Ayn Al Fahad Group within AlAyn Holding.

Vision

To be the first strategic choice and the premier business partner for global brands in the Middle East, by building an integrated business ecosystem that sets new benchmarks for excellence in distribution, retail, and services, efficiently connecting global brands to markets through innovation, sustainability, and ethical practices.

Mission

Enriching our customers’ lives by offering high-quality, innovative products and services, and building exceptional experiences that elevate quality and service standards while meeting the aspirations of the markets we serve.

Core values

The values set out by Ayn Al Fahad Group guide the way it works with partners, customers and teams.

Trust

Long-term relationships founded on commitment, credibility and mutual respect with our partners and customers.

Integrity

Transparency, honesty and accountability — the highest ethical standards in every decision and practice.

Innovation

We challenge conventional methods, seeking new solutions and ideas that drive our business and markets forward.

Excellence

High standards for everything we deliver — quality as a continuous commitment to improvement.

Partnership

Sustainable success built on strong relationships and shared interests with partners, customers and teams.

Our growth & evolution

Milestones in the development of Ayn Al Fahad Group, from its Baghdad beginnings to wider regional and sector expansion.

  1. Where it began

    Wholesale and retail electronics in Al-Amriya, Baghdad.

  2. Growing across Iraq

    A nationwide wholesale and retail footprint.

  3. Opening digital doors

    Launch of e-commerce and digital channels.

  4. A regional milestone

    Authorized Samsung distribution in Iraq and establishment of the Dubai headquarters.

  5. AynAlfahad LLC

    Incorporation of the Group entity.

  6. AlAyn Tech

    Establishment of the Group’s technology arm.

  7. New sectors. New possibilities.

    AlAyn Food, the AynAlfahad B2B commercial platform and Afaq AlAyn are established.

  8. A new horizon in Oman

    Acquisition of OSG, Oman.

Strategic priorities

Regional expansion & sustainable growth

Expanding in key markets across the Arabian Gulf and Middle East through direct investments, strategic partnerships, distribution, retail and franchises.

Digital leadership

Connecting distribution, retail, e-commerce, logistics and after-sales through an integrated digital ecosystem.

Excellence in customer experience

Creating an exceptional journey from discovery and purchase to delivery and after-sales support.

Sector & portfolio diversification

Growing in technology, electronics, smart homes and audio, alongside investments in lifestyle and premium food & beverage.

Operational & supply chain excellence

Investing in logistics, inventory management, demand forecasting and distribution for reliable, scalable operations.

Group at a glance

Ayn Al Fahad Group’s reported scale across its business ecosystem.

Established in Baghdad
2004
Over two decades of experience and continuous growth.
Commercial partners
4,700+
A network connecting global brands with local markets.
Global brands
100+
A diverse portfolio across the Group’s products and sectors.
Group companies
10
A multi-sector business ecosystem.
Employees
300+
A dedicated team across the Group’s sectors and companies.
Regional offices
10+
An operational network supporting regional expansion.

Regional presence

Ayn Al Fahad Group’s offices connect its operations in Iraq with its regional hub in the United Arab Emirates.

Explore our presence

Dubai

United Arab Emirates

Group headquarters & regional hub

The Group’s main headquarters, coordinating regional operations and international brand relationships.

Baghdad

Republic of Iraq

Distribution, retail & operations

The Group’s founding city, home to distribution operations, showrooms, warehouses and the AlAyn Tech flagship.

Erbil

Republic of Iraq

Northern Iraq operations

A head office, showroom and warehouse supporting the Group’s commercial network.

Dr. Ziad Tariq Hassan Al-Ani, Founder and Chairman of Ayn Al Fahad Group

Leadership

“In the face of every challenge, we saw an opportunity to build trust.”

Dr. Ziad Tariq Hassan Al-AniFounder & Chairman, Ayn Al Fahad Group

Read the chairman’s message

Explore our businesses.

Discover the companies and capabilities within AlAyn Holding’s business structure.

Our businesses