What Eros Group does

Eros Group, headquartered in Dubai, UAE, is a privately held distribution, retail, and after-sales service company founded in 1967 that specializes in consumer electronics, mobility, IT products, home appliances, and convergent technology. The company represents more than 13 international brands as an authorized distributor — including Samsung (since 1995), Hitachi (since 1969), TCL, Midea, Huawei, Lennox, Linksys, Ariston, and Dreame — and operates seven business groups (Samsung, Electronics & Appliances, Retail, LifeStyle, Air-Conditioning, Lighting & Electrical, and Corporate B2B) covering distribution, retail, lighting, and turnkey project delivery. Technology is not developed in-house; the proprietary element is the Krome home appliances own-brand, while advanced AI features (e.g., Huawei IdeaHub S3 conference whiteboard with AI noise reduction and real-time meeting summaries) are sourced from OEM partners.

The company earns revenue primarily through hardware sales margins across four streams: wholesale distribution of consumer electronics and appliances to retailers, re-exporters, and system integrators; direct retail through 15 multi-brand stores and brand experience stores; B2B/corporate sales through a 200+ dedicated team delivering large projects to real estate, banking, healthcare, hospitality, education, and government clients; and after-sales service through 4 service centers. Pricing is not publicly disclosed; transactional pricing is observed during promotional events such as 11.11 sales (e.g., 24-karat gold-plated iPhone at AED 11,111) and through interest-free installment schemes and BNPL on the e-commerce portal. Customer base spans long-tail individual consumers and named enterprise accounts including Emaar, Nakheel, Deyaar, HSBC, Mashreq, Citibank, ADCB, Saudi German Hospitals, Aster Hospitals, ADNOC, Dubai Police, GHQ Armed Forces, and Sofitel The Palm.

The operating model is anchored in a logistics platform of 5 warehouses, 150+ vehicles, and 500+ distribution touchpoints across all 7 UAE emirates, supported by an international business team extending to GCC, Iraq, Afghanistan, and Africa. Ownership is concentrated in the Badri family (Chairman & Managing Director Yousuf Badri; Directors Mohammad Badri and Ahmad Badri), with a professional CEO (Rajat Asthana) inducted in 2020. Headcount is approximately 1000-5000 employees; the company is not publicly listed and discloses no financial figures.

Name

Eros Group

Legal name

Eros Group

Website

https://erosgroup.ae

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Eros Group is a Dubai-based, privately held distributor and retailer founded in 1967, representing 13+ international brands (Samsung, Hitachi, TCL, Midea, Huawei) across consumer electronics, appliances, IT, and mobility, serving UAE consumers, enterprises, and MENA markets through 15 retail stores and 500+ distribution touchpoints.

Ownership category

akta.pro rank

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices22 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Consumer Electronics Distribution: Distribution of consumer electronics, mobility solutions, IT products, home appliances, and convergent technologies to retailers and institutional customers across UAE and MENA region. Revenue generated from margins on distribution of 13+ international brands.
2. Retail Operations: Direct retail sales through 15 multi-brand multi-category stores across Emirates, Samsung Experience Stores, Huawei Experience Stores, Honor Experience Stores, Dreame Stores, and e-commerce portal www.eros.ae. Revenue from retail margins on consumer purchases.
3. B2B/Corporate Sales: Large-scale project delivery and solutions provisioning to corporate clients including government, healthcare, hospitality, education, banking, and construction sectors. Revenue from solution sales and project execution.
4. After-Sales Service: Service operations through 4 service centers across UAE, including Samsung Service Centre, providing repairs, maintenance, and extended warranties to consumers.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels4 records

Core offering

Eros Group distributes and retails consumer electronics, mobility products, IT equipment, home appliances, air-conditioning systems, and lighting products from over thirteen international brands (Samsung, Hitachi, TCL, Midea, Lennox, Linksys, Huawei, Ariston, Dreame, Sonos and others) across the UAE and MENA region. The company operates through 15 retail stores, an e-commerce portal (www.eros.ae), 500+ distribution touchpoints, and a 200+ person B2B corporate sales team, with after-sales service delivered through 4 authorized service centers.

Product overview

Eros Group is a distribution, retail, and service company operating as a diversified business with seven distinct business groups. The portfolio spans Samsung (mobility and AV products since 1995), Electronics & Appliances (Hitachi, TCL, Midea distribution), Retail (EROS Stores and E-commerce), LifeStyle (Linksys, IT products), Air-Conditioning (Lennox, Daikin), Lighting & Electrical, and Corporate B2B. The company also distributes Huawei IdeaHub S3 (AI-enhanced conference whiteboard) as Gold Distribution Partner and operates its own KROME home appliances brand. Eros Group serves the UAE and select MENA markets through 15 retail stores, 4 service centers, and online channels.

Differentiator

Problem solved

Functional benefit

Brands

• KROME Home Appliances: KROME Home Appliances. Redefining innovation and elegance for modern living.

Products and services

• Samsung Business Group Business vertical managing Samsung brand products including Mobility (Mobiles, Tablets) and AV (TV, Soundbar) products in UAE markets; also distributes Samsung HITV for hospitality, LFD for signage, smart watches and monitors.
• Electronics & Appliances Business Group (EABG) Flagship business group representing brands in Electronics and Appliances segments through exclusive distribution partnerships with Hitachi, TCL, and Midea, serving UAE and GCC markets in refrigerators, vacuum cleaners, washing machines, cookers, chest freezers, small appliances, and TVs.
• Retail Business Group Drives omni-channel retail operations including EROS Stores (14+ multi-brand multi-category stores across Emirates) and the e-commerce portal www.eros.ae, offering interest-free installment schemes, product insurance, damage protection, and extended warranty services.
• LifeStyle Business Group Business group focused on innovative products and accessories including Home Networking, Tablets, Laptops and IP cameras, representing brands such as Linksys, Foscam, ILife, Amazfit, Nothing, Cosori, and Levoit.
• Air-Conditioning Business Group (ACBG) Undertakes air-conditioning business including turnkey projects (Design, Installation, Testing & Commissioning) and after-sales service, representing Lennox, Thermobreak, and Daikin, with specialization in customized solutions for luxury villa projects.
• Lighting & Electrical Business Group Provides lighting solutions for residences, hotels, offices, supermarkets, galleries, showrooms, malls, schools, warehouses, landscapes, and street lighting, partnering with brands including Lyte Master, Midea, RZB, Global Light & Power, Roma Luce, and Novolux.
• Corporate Sales / B2B Dedicated division serving corporate clients as system integrator and solutions provider, serving Telecom, Transportation, Retail, F&B/Hospitality, Education, Healthcare, Public Sector, BFSI and Manufacturing sectors with products from Samsung, Hitachi, TCL, Sonos, Linksys, Lennox, Aiphone, Thermobreak, and Midea.
• Huawei IdeaHub S3 AI-enhanced conference whiteboard for enterprise collaboration featuring a 24-mic array with 15-meter sound pickup, AI-powered noise reduction, up to nine video panes in a single meeting, and real-time meeting summaries.
• KROME Home Appliances Eros Group's own-brand line of home appliances positioned as redefining innovation and elegance for modern living.
• Eros E-commerce (www.eros.ae) Online retail platform for consumer electronics, appliances, and lifestyle products, with rapid delivery and BNPL services.
• After-Sales Service Operations Service operations through 4 service centers across UAE including the Samsung Service Centre, providing repairs, maintenance, and extended warranties to consumers.

Quantifiable outcome

• Voted Super Brand of the Year in UAE for Samsung for 10+ consecutive years

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

17 partnerships are on record, tiered flagship, core, major and minor.

• HuaweiflagshipChannel Partner/ Reseller/ Distributor · 14 August 2025Huawei and Eros Group launched the IdeaHub S3, Huawei's latest flagship AI-enhanced conference whiteboard, at an event in Dubai. Eros Group serves as Huawei's official IdeaHub Gold Distribution Partner. The device features 24-mic array with 15-meter sound pickup, AI-powered noise reduction, up to nine video panes in a single meeting, and real-time meeting summaries. This marks a strategic expansion of their collaboration to advance intelligent enterprise collaboration worldwide.
• SamsungcoreChannel Partner/ Reseller/ DistributorSamsung Business Group is the leading business vertical powering Eros Group's growth, managing Samsung Mobility (Mobiles, Tablets) and AV (TV, Soundbar) products in UAE markets. Partnership dates back to 1997 with Eros developing thorough retail and distribution network. Samsung voted as Super Brand of the Year in UAE for 10+ consecutive years through Eros distribution.
• HitachicoreChannel Partner/ Reseller/ DistributorHitachi was the first brand distributed by Eros Group since 1969. The Japanese brand has continuously provided quality technology products and today is a leader in many home appliance categories in the UAE. The 54+ year partnership has built Hitachi as a household name in the region.
• TCLmajorChannel Partner/ Reseller/ DistributorTCL partnership began in 2010 with Eros Group distributing flat panels, air conditioners and LED lights to the UAE market. TCL is the Number 3 flat panel brand in the World and in the UAE.
• MideamajorChannel Partner/ Reseller/ DistributorEros Group partnered with Midea in 2016, adding the global giant in manufacturing of Home Appliances and HVAC systems to its portfolio. Midea is a leading consumer appliances and HVAC manufacturer with operations around the world.
• LennoxmajorChannel Partner/ Reseller/ DistributorEros Group awarded distribution rights of Lennox for its Air conditioning Portfolio since 1989/1998. Founded in USA in 1895, Lennox provides climate control solutions. Eros partnership has grown from strength to strength with expanding product range.
• ThermobreakminorChannel Partner/ Reseller/ DistributorEros Group acquired distribution of Thermobreak since 1998. Thermobreak is an industrial brand from Australia, globally recognized as leader in polyolefin insulation. Eros added strength to Air Conditioning Division by providing thermal insulation solutions for the cooling industry.
• LinksysmajorChannel Partner/ Reseller/ DistributorEros Group made its foray into IT sector with distribution of Linksys products since 2008. Linksys has pioneered wireless connectivity since 1988, enabling connected lifestyle for people at home, at work and on the move.
• AristonminorChannel Partner/ Reseller/ DistributorEros Group partnered with Italy's No.1 appliance brand Ariston. Ariston was founded in 1930 and today is part of world's leading global manufacturer of home appliances with approximately $21 billion in annual sales, 93,000 employees and 70 manufacturing and technology research centers worldwide.
• SonosminorChannel Partner/ Reseller/ DistributorEros Group distributes Sonos music systems as part of its B2B product portfolio for complete audio solutions to corporate and retail customers.
• AiphoneminorChannel Partner/ Reseller/ DistributorEros Group distributes Aiphone products as part of its B2B product portfolio for communication and security solutions.
• DreameminorChannel Partner/ Reseller/ DistributorEros Group distributes Dreame products (vacuum cleaners and home cleaning appliances) in the UAE market through Retail Business Group.
• Lyte MasterminorChannel Partner/ Reseller/ DistributorPartner brand in Eros Lighting & Electrical Business Group providing lighting solutions for residences, hotels, offices, and commercial spaces.
• RZBminorChannel Partner/ Reseller/ DistributorPartner brand in Eros Lighting & Electrical Business Group providing innovative lighting solutions.
• Global Light & PowerminorChannel Partner/ Reseller/ DistributorPartner brand in Eros Lighting & Electrical Business Group.
• Roma LuceminorChannel Partner/ Reseller/ DistributorPartner brand in Eros Lighting & Electrical Business Group for designer lighting concepts.
• NovoluxminorChannel Partner/ Reseller/ DistributorPartner brand in Eros Lighting & Electrical Business Group for lighting solutions.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jacky's Group: UAE-based multi-brand consumer electronics, home appliance, and mobility distributor and retailer with retail stores and exclusive brand partnerships across the Gulf. Directly comparable to Eros in business model, geography, and channel mix.
• Jumbo Electronics: Major UAE-headquartered consumer electronics retailer and distributor with omnichannel stores, exclusive brand partnerships, and after-sales service. Closely comparable to Eros in scale, go-to-market, and brand portfolio.
• Sharaf DG: Large UAE consumer electronics and home appliance retail chain operating under Sharaf Group, with multi-brand stores, online channel, and exclusive distribution of several global brands. Closely overlaps Eros in retail format and target customer.
• Emax: UAE electronics and home appliance multi-store retailer competing for the same consumer base with similar brand-sleeve assortment. Direct B2C competitor to Eros’ retail stores across premier malls.
• Axiom Telecom: UAE-based authorized retailer/distributor for major smartphone and consumer-tech brands (including Samsung) operating physical stores and B2B channels. Comparable to Eros’ mobility distribution vertical.

Broad incumbents

• Virgin Megastore Middle East: MENA multi-category electronics, entertainment, and lifestyle retailer with store footprint in major UAE malls. Overlaps Eros on consumer-electronics retail assortment but operates a wider non-electronics merchandise mix.
• Carrefour UAE (Majid Al Futtaim Retail): Largest hypermarket/electronics retailer in the UAE under Majid Al Futtaim, with extensive electronics and appliance assortment and aggressive pricing. Sets the price benchmark Eros multi-brand stores must compete against.
• Lulu Group International: UAE-headquartered hypermarket and electronics retailer with deep GCC footprint. Competes with Eros on consumer-electronics and appliance volumes, particularly in mall-based retail formats.
• Al Shaya Group: Large MENA multi-category retailer and franchise operator with electronics and appliance concessions across Kuwait, Saudi, UAE, and beyond. Provides a broader retail-platform benchmark relevant to Eros’ multi-brand roll-out.

Regional players

• Barakat Group: Saudi-headquartered multi-brand electronics, appliance, and home-category distributor and retailer with regional retail brands. Comparable to Eros as a MENA distribution-and-retail consolidator but primarily competes outside the UAE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eros Group