Enhance
Enhance Group is a vertically integrated FMCG distribution, retail, and manufacturing platform in Oman and the UAE, distributing 100+ global brands, operating 50+ Noor Shopping outlets, and producing own brands across seafood, water, and packaged foods.
- Company typePrivate
- Founded1967
- HeadquartersDubai, United Arab Emirates
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Enhance does
Enhance Group is a vertically integrated FMCG distribution, retail, and manufacturing platform operating primarily in Oman and the United Arab Emirates, founded in 1967 as a partnership between W.J. Towell & Co LLC and Spinneys. The company functions as the FMCG Business Cluster of Towell Group, one of Oman's largest private conglomerates with 150+ years of history, and is controlled by the Sultan family. It serves as the exclusive or principal distribution partner for 100+ global and regional brands including Reckitt, L'Oréal, Kenvue, Mars Wrigley, Unilever, Nestlé, Napco, Afia (Savola), and Al Safi Danone, while also operating its own Noor Shopping (50+ outlets) and Noor Express convenience retail chains targeting Omani consumers.
The platform combines multi-temperature warehousing (53,000+ sqm in Oman, 26,000+ pallet positions in Dubai Industrial City spanning ambient to -18°C), a fleet of 250+ trucks in Oman and 75+ vehicles in the UAE, and BRCGS/FSSC 22000/HACCP/HALAL-certified manufacturing through Gulf Seafood LLC and Taj Mahal Purification. Owned consumer brands span frozen seafood (Oceanique, Marine Delights, Fresh Delights), bottled water (ICE BERG), shelf-stable foods (Diamond since 1986, Sultan), and a rice portfolio; vertical integration extends to packaging via Preform Plus Plastic Industries. A data-driven warehouse management system and technology-led omni-channel planning underpin execution.
Revenue is generated across five streams: FMCG distribution margins on global/regional principals, direct retail sales through Noor Shopping/Noor Express, own-brand product sales, third-party logistics and co-packing services, and telecom distribution/franchise income via the long-standing Ooredoo partnership. The customer base spans 10,000+ active accounts covering modern trade, 750+ HORECA customers (including premium hotels and airline catering), 4,500+ convenience stores in the UAE, and end consumers in Oman, with GTM executed through direct distribution and channel partners.
Enhance firmographics
Firmographics- Name
- Enhance
- Legal name
- Enhance Group
- Website
- https://enhance-group.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Enhance Group is a vertically integrated FMCG distribution, retail, and manufacturing platform in Oman and the UAE, distributing 100+ global brands, operating 50+ Noor Shopping outlets, and producing own brands across seafood, water, and packaged foods.
- Ownership category
- akta.pro rank
Where Enhance is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices7 records
Markets served
Enhance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- FMCG Distribution: Enhance Group earns revenue by distributing fast-moving consumer goods for global and regional brands across Oman and the UAE. The company manages the full distribution lifecycle including warehousing, logistics, and in-market execution, serving retail, food service, and telecom channels. Revenue is generated through margins on distribution services provided to brand partners such as Reckitt, L'Oréal, Kenvue, Mars Wrigley, Unilever, Nestlé, and Napco.
- Retail Operations: Enhance Group operates Noor Shopping (50+ neighborhood grocery and convenience stores) and Noor Express, generating revenue through direct consumer sales of FMCG products, fresh produce, bakery items, and dairy at competitive prices. Additional services include banking and payment services access.
- Manufacturing & Branded Products: Enhance Group manufactures and sells its own branded products including Oceanique (frozen/breaded seafood), Marine Delights (budget frozen seafood), Fresh Delights (frozen flatbreads, samosas, spring rolls for food service), ICE BERG Bottled Drinking Water, and Diamond-brand products (jam, honey, canned seafood, spreads, coconut products). Revenue is generated through product sales.
- Third-Party Logistics & Warehousing: Enhance Logistics provides third-party storage and co-packing services to external clients, leveraging 53k+ sqm of warehousing space across ambient, chilled, and frozen storage capabilities, plus a fleet of 250+ trucks covering 5,000+ customers in Oman.
Go-to-market motion2 records
Distribution channels10 records
Marketing channels4 records
Enhance product offering
Product offeringCore offering
Enhance Group is an Oman- and UAE-based FMCG conglomerate, founded in 1967 and part of the Towell Group, that distributes third-party global FMCG brands (Reckitt, L'Oréal, Kenvue, Mars Wrigley, Nestlé, Unilever, LOTTE and others) to retailers and HORECA customers, operates consumer-facing Noor Shopping supermarkets and Noor Express convenience stores, runs an Ooredoo telecom franchise, manufactures bottled water (ICE BERG), seafood (Gulf Seafood, Marine Delights, Oceanique, Fresh Delights) and PET pre-forms / packaging (via Hindawi), and supplies a 15-SKU own-brand portfolio across multiple categories. The group's nine business verticals integrate distribution, retail, manufacturing, telecom, HORECA, supply chain, e-commerce and own brands under one platform.
Product overview
Enhance Group is an FMCG manufacturing, distribution, and retail organization offering a portfolio of products and services. The company operates as a platform comprising multiple business units: FMCG Distribution (handling consumer agencies and global brands like Reckitt, Unilever, L'Oréal, Kenvue, Nestlé, Mars Wrigley), Retail Operations (Noor Shopping & Noor Express convenience stores with 50+ outlets), Food Service Solutions (for HORECA channel), Telecom Distribution (Ooredoo franchise), Manufacturing Operations (frozen products, bottling), and Logistics & Warehousing. Owned brands include Oceanique, Marine Delights, Fresh Delights (frozen seafood and bakery), ICE BERG (bottled water), Diamond and Sultan (food products), and a comprehensive Rice Brands portfolio. The company also operates subsidiaries including Gulf Seafood LLC and Enhance Logistics for specialized services.
Differentiator
Problem solved
Functional benefit
Brands
- Noor Shopping: Prominent neighbourhood grocery and convenience store format with 50+ outlets, providing grocery items including fresh fruits, vegetables, bakery products, dairy and all FMCG products at competitive prices.
- Noor Express
- Oceanique
- Marine Delights
- Fresh Delights
- ICE BERG
- Diamond
- Sultan
Products and services
- FMCG Authorized Distribution Services Distribution, sales, merchandising and re-export of 35+ leading international FMCG brands (Reckitt, L'Oréal, Kenvue, Mars Wrigley, Nestlé, Unilever, LOTTE, and others) to modern trade, traditional trade and HORECA customers across Oman and the UAE.
- HORECA Food Service Solutions B2B supply of ambient, chilled and frozen food, hygiene, personal-care and telecom products to hotels, restaurants, catering companies, cafés and institutional food-service operators in Oman and the UAE.
- Supply Chain / 3PL Logistics Services Contract warehousing, transportation, inventory management and value-added logistics services for external clients in Oman and the UAE, leveraging the group's data-driven warehouse management system and temperature-controlled facilities.
- Telecom Distribution (Ooredoo Franchise) Distribution and sale of Ooredoo telecom products (handsets, SIMs, accessories) through the group's retail and wholesale network as an authorized franchise partner.
- Noor Shopping Retail Supermarkets Owned chain of supermarkets selling distributed and own-brand FMCG SKUs (grocery, household, personal care, seafood, telecom devices) directly to end consumers.
- Noor Express Convenience Stores Compact convenience-store format serving daily needs of consumers with focused grocery, beverages and personal-care assortments.
- Seafood Manufacturing (Gulf Seafood, Marine Delights, Oceanique, Fresh Delights) Processing and manufacture of packaged seafood products for B2B and B2C channels under the Gulf Seafood, Marine Delights, Oceanique and Fresh Delights sub-brands.
- Bottled Water Manufacturing (ICE BERG) Manufacture and sale of bottled water under the ICE BERG brand, distributed through Enhance's B2C retail and wholesale channels.
- PET Pre-forms & Packaging Manufacturing (Diamond, Sultan; Hindawi) Production of PET pre-forms and rigid packaging, supplied to the group's own FMCG manufacturing and external customers, under the Diamond and Sultan trade marks via Hindawi.
- Own-brand FMCG Portfolio (15 SKUs across 5 Retail Chains) Family of 15 own-brand FMCG SKUs across five dedicated retail chains, leveraging the group's nationwide distribution footprint and manufacturing assets.
Quantifiable outcome
- Monthly distribution volume exceeding 1 million cases in Oman
- +4 more outcomes
Companies that use Enhance
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles4 records
Enhance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature3 records
Enhance partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core.
- ReckittcoreEnhance Group distributes Reckitt's portfolio of brands as one of its key business partners, providing extensive distribution coverage across Oman and UAE through its omni-channel distribution network.
- L'OréalcoreEnhance Group is a key distribution partner for L'Oréal in Oman and UAE, recognized with L'Oréal Partnership Awards in 2023 and 2024 for excellence in distribution and partnership performance.
- Kenvue (Johnson & Johnson)coreEnhance Group distributes Kenvue (formerly Johnson & Johnson Consumer Health) brands across Oman and UAE, having received KENVUE Distributor Awards consecutively for 2022, 2023, and 2024.
- Mars WrigleycoreEnhance Group distributes Mars Wrigley confectionery and gum products across Oman and UAE as part of its portfolio of global power brands.
- UnilevercoreEnhance Group distributes Unilever's extensive portfolio of FMCG brands across Oman and UAE, including through the Towell Unilever joint venture arrangement in Oman.
- NestlécoreEnhance Group distributes Nestlé products across Oman and UAE, having received Nestlé MENA Distributor Awards for 2022-2023 recognizing excellence in distribution.
- NapcocoreEnhance Group distributes Napco brands across Oman (via Fairtrade LLC joint venture) and UAE as a key business partner.
- Afia (Savola)coreEnhance Group distributes Afia (Savola) products across Oman and UAE, providing edible oil and food products distribution through its extensive network.
- Al Safi DanonecoreEnhance Group distributes Al Safi Danone dairy and food products across Oman and UAE, with Fairtrade LLC serving as a joint venture for Towell Unilever and Al Safi Danone distribution in Oman.
- OoredoocoreEnhance Group has been a key partner for Ooredoo since March 2005, specializing in distribution of telecom recharge products, electronic top-ups, and SIM cards. The company also operates multiple Ooredoo franchise stores in Oman.
- Savola (Afia Oil)coreEnhance UAE distributes Savola/Afia Oil brands as part of its food category portfolio, alongside other leading food brands such as Al Osra, Foster Clark, Tata Consumer Products, Al Rifai, Lotte, Dilmah Tea, Diamond, La Molisana, and Splenda.
- Tata Consumer ProductscoreEnhance UAE distributes Tata Consumer Products brands across the UAE trade channels as part of its diverse food category portfolio.
- Al RifaicoreEnhance UAE distributes Al Rifai brands (roasted nuts and snacks) and received the Al Rifai Distributor of the Year Award 2019. Majan Distribution Co LLC in Oman also distributes Al Rifai brands.
- LottecoreEnhance UAE distributes Lotte products across UAE trade channels, having received the Lotte Excellence in Sales Award for Pepero in 2018.
- Dilmah TeacoreEnhance UAE distributes Dilmah Tea across UAE trade channels, having received a Special Award from Dilmah Tea in 2023.
- La Molisana (Pasta)coreEnhance UAE distributes La Molisana pasta products across UAE trade channels as part of its diverse food category brand portfolio.
- EnergizercoreEnhance UAE distributes Energizer battery and personal care products across UAE trade channels as part of its non-food category portfolio.
- Double A (Paper)coreEnhance UAE distributes Double A paper products across UAE trade channels as part of its non-food category portfolio.
- RasasicoreEnhance UAE distributes Rasasi perfume and fragrance products across UAE trade channels as part of its non-food category portfolio.
- SpinneyscoreEnhance Group was founded in 1967 as a strategic partnership between W.J. Towell & Co LLC and Spinneys, which established its position as a leader in FMCG distribution in Oman and UAE.
- W.J. Towell & Co LLCcoreW.J. Towell & Co LLC is the parent entity of Enhance Group. Enhance Group operates as the FMCG Business Cluster within Towell Group—one of the largest and most prominent private sector companies in Oman. W.J. Towell & Co LLC established its UAE operations in 1972 alongside the inception of the UAE.
- Towell GroupcoreTowell Group is the parent conglomerate of Enhance Group, which operates as its FMCG Business Cluster. Towell Group is one of the largest private sector conglomerates in Oman with over 150 years of history and operations spanning Engineering, Automotive, Real Estate, Transportation & Services, FMCG, Manufacturing, and IT Services across the Middle East, India, and Europe.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Enhance competitors and assessment
Company assessmentRegional players
- Al Meera Group: Qatar-headquartered grocery retail chain and consumer goods distributor with own-brand products. Comparable in retail + own-brand + distribution mix, though geographically concentrated in Qatar rather than Oman/UAE.
- Bin Dawood Holding: Saudi Arabia-based supermarket and FMCG distribution group operating hypermarkets and convenience banners. Comparable in business model (retail + distribution) but focused on Saudi rather than Oman/UAE, making it a regional rather than direct competitor.
Broad incumbents
- Ali & Sons Holding: UAE diversified conglomerate with FMCG distribution, automotive, oil & gas, and real estate operations. Comparable as a UAE-based diversified distribution platform backed by a family-owned conglomerate, similar to Enhance's Towell Group parentage.
- Wataniya (Yusuf Bin Ahmed Kanoo Group / Wataniya): GCC diversified group with FMCG distribution, retail, and consumer brand operations across Saudi Arabia, UAE, Bahrain and beyond. Comparable as a regional FMCG distribution platform within a larger diversified family-owned conglomerate.
- Lulu Group International: GCC-headquartered hypermarket retail and FMCG distribution powerhouse with extensive private-label and sourcing operations across MENA, India, and Asia. Comparable to Enhance in retail scale and own-brand depth, though materially larger and more geographically diversified.
- Spinneys (The Waitrose & Partners spin-off, UAE-based): Premium UAE grocery retailer co-founded alongside Enhance in 1967 as the original Towell-Spinneys JV. Closely comparable in retail customer overlap and heritage, though now pure-play retail rather than distribution; a former JV partner of Enhance.
Direct peers
- Abu Dhabi National Foodstuff Company (Adafco / ADFSC): UAE-based FMCG distribution and foodstuff company distributing global and own brands across the Emirates. Comparable as a UAE FMCG distributor with similar portfolio breadth, though lacking Enhance's Oman presence.
- IFFCO Group: UAE-based FMCG manufacturer and distributor operating across MENA, Asia, and Africa with extensive own-brand portfolios (Oasis, Tiffany, etc.). Directly comparable to Enhance's distribution-plus-manufacturing-plus-own-brand model in the UAE and broader MENA region.
- Al Maya Group: UAE-based FMCG distribution and supermarket retail group operating Al Maya Supermarkets and distributing global brands across the UAE and GCC. Directly comparable to Enhance's combination of distribution + own-retail + own-brand strategy in the same geography.
Others
- Carrefour UAE (Majid Al Futtaim): Largest modern-trade retail customer in UAE that Enhance distributes into; included as a channel relationship and end-market benchmark rather than a direct competitor, since Majid Al Futtaim is a buyer/customer rather than a peer distributor.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Enhance social profiles
Digital presenceEnhance compliance and trust
Trust signalCompliance5 records
Enhance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Enhance leadership team
Management profileNumber of profiles
Profiles13 records
Enhance subsidiaries and ownership
Company hierarchySubsidiaries7 records
Enhance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Enhance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Enhance
What does Enhance do?
Enhance Group is an Oman- and UAE-based FMCG conglomerate, founded in 1967 and part of the Towell Group, that distributes third-party global FMCG brands (Reckitt, L'Oréal, Kenvue, Mars Wrigley, Nestlé, Unilever, LOTTE and others) to retailers and HORECA customers, operates consumer-facing Noor Shopping supermarkets and Noor Express convenience stores, runs an Ooredoo telecom franchise, manufactures bottled water (ICE BERG), seafood (Gulf Seafood, Marine Delights, Oceanique, Fresh Delights) and PET pre-forms / packaging (via Hindawi), and supplies a 15-SKU own-brand portfolio across multiple categories. The group's nine business verticals integrate distribution, retail, manufacturing, telecom, HORECA, supply chain, e-commerce and own brands under one platform.
Is Enhance a public or private company?
Enhance is a private company. It is classified as family owned and is currently operating.
When was Enhance founded?
Enhance was founded in 1967. It employs 501 to 1,000 people.
Where is Enhance based?
Enhance is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Enhance make money?
Four revenue lines are on record. FMCG Distribution is the primary driver. The others are retail Operations, manufacturing & Branded Products and third-Party Logistics & Warehousing.
Who are Enhance's main competitors?
Regional players on record are Al Meera Group and Bin Dawood Holding. Broad incumbents are Ali & Sons Holding, Wataniya (Yusuf Bin Ahmed Kanoo Group / Wataniya), Lulu Group International and Spinneys (The Waitrose & Partners spin-off, UAE-based). Direct peers are Abu Dhabi National Foodstuff Company (Adafco / ADFSC), IFFCO Group and Al Maya Group. Carrefour UAE (Majid Al Futtaim) is listed as an others.
Does Enhance have an API?
No public API is recorded for Enhance.