Our mission is to operate the best specialty retail business in the United Arab Emirates, regardless of the product we sell. Because the product we sell is FMCG. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being retailers. As retailers we are determined to be the very best in our business, regardless of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and approaches to book selling which are consistent with our evolving aspirations. Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated retailers can grow and prosper.
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