Saudi Arabia’s ‘Smart’ Shoppers Making Retailers Rethink Approach

Manal Saleh

Brands for Less Strengthens Its Position as Saudi Arabia’s Leading Smart-Shopping Destination as Consumer Habits Evolve

 Riyadh, Saudi Arabia – 16 December 2025: Saudi Arabia’s retail sector is entering a new phase of maturity as shoppers become more discerning, value-driven, and brand-aware. This shift is also being fuelled by rising purchasing power, lifestyle changes, and the momentum of Vision 2030, which is transforming expectations across the market.

Against this backdrop, Brands For Less Group is expanding its footprint and deepening connections with consumers in the Kingdom, with a range of tailored offerings, reinforcing its status as the Kingdom’s go-to destination for affordable global brands and an unmatched shopping experiences.

Saudi Shoppers Redefine Value

Changes in consumer shopping habits and preferences mean retailers must think differently, according to Jorge Gaston Garcia, General Manager of Brands For Less Group in Saudi Arabia, as today’s shoppers look beyond traditional promotions and seasonal discounts.

“Saudi consumers are now smarter, more conscious, and more selective than ever,” says Garcia. “They want authenticity, quality, and value. It is not just about lower prices; smart shopping has become a lifestyle.”

This shift, says Garcia, has fuelled strong demand across key segments such as women’s fashion, kidswear, beauty, sportswear, and footwear – all of which have recorded consistent year-on-year growth for Brands For Less Group in the Kingdom

A Model Meets the Moment

With more than 40 stores in Saudi Arabia and over 125 stores across the region, Brands For Less Group has built a business model uniquely suited to the mindset of today’s shopper. The brand’s promise is simple:

• Global brands at 30%–80% below retail prices
• Weekly new arrivals creating a ‘treasure-hunt’ experience
• Authentic selections that fit diverse lifestyles
• A seamless blend of in-store discovery and digital convenience

Garcia notes that this formula demonstrates the group has a deep understanding of its audiences, as it resonates strongly in the Kingdom.

“Shoppers here love the thrill of finding great pieces at incredible value. That sense of discovery is what keeps them coming back,” he says  “We have a loyal customer base of over two million shoppers across the GCC, many of whom regularly visit stores for new collections and weekly drops.

Retail Growth Aligned with Vision 2030

Garcia credits the Kingdom’s rapid retail evolution to the opportunities created by Vision 2030, noting investments in tourism, entertainment, and urban development particularly in Riyadh, Jeddah, and the Eastern Province, are expanding the retail ecosystem.

“The transformation is remarkable. Vision 2030 is supporting economic growth, empowering consumers, and opening new avenues for brands like our to serve an increasingly dynamic market.”

Seasonal Peaks and the Road Ahead

Key retail periods such as Ramadan, Eid, and Saudi National Day continue to drive significant demand, with the retailer recording double-digit growth during these periods through exclusive collections, in-store experiences, and unbeatable value. Proof the model is working, says the Brands For Less Group executive, with Saudi shoppers recognising brands that deliver authenticity, excitement and true value for money. “This is exactly what we are committed to,” adds Garcia.

Pioneering the Future of Smart Shopping in the Kingdom

As the retail landscape evolves, the group remains focused on expanding its presence and enhancing the customer experience strengthening its role in shaping the future of smart, conscious, and value-driven shopping in Saudi Arabia.

-ENDS-

About Brands for Less:

The Brands for Less (BFL) Group is one of the world’s leading off-price retailers, offering the latest fashion trends and home products at competitive prices. Founded in Lebanon in 1996, the Group introduced an innovative business model that brings top global brands to customers at significant discounts. Expanding to the United Arab Emirates in 2000, Brands for Less quickly became a preferred destination for smart shoppers in the region. Today, the Group operates in over seven markets across the GCC and Southeast Asia, providing a unique "Treasure Hunt" shopping experience, where customers can discover new products and surprises with every visit. Brands for Less is committed to delivering exceptional value by offering high-quality products with discounts of up to 80% off their original prices. The Group has also built a strong reputation for its forward-thinking approach and excellent customer service. As it continues to grow and expand, Brands for Less remains dedicated to meeting the evolving needs of its customers and expanding its reach into new markets worldwide. The Group’s latest push was towards making Brands for Less more inclusive for customers worldwide by taking their e-commerce experience to new audiences.