What First Group International does

First Group International is a privately-held, family-owned diversified conglomerate headquartered in Dubai, United Arab Emirates, with a regional office in Jeddah, Saudi Arabia. The company was extended from Saudi Arabia to Dubai in 1991 by the Sharbatly family, with Sheikh Ibrahim Sharbatly serving as Founder and Chairman and Mohammed Sharbatly serving as CEO and Vice Chairman. It operates across three principal divisions per its corporate site: Trading, Real Estate, and Investments, with an additional Education vertical; the company website additionally lists exposure to automotive, marine, food and beverage, hospitality, and investment activities.

The Trading Division functions as the primary revenue-facing arm, holding exclusive MENA distribution rights for internationally recognized brands including Intex (airbeds, pools, spas, play centers), Squishmallows (Jazwares/Berkshire Hathaway), Fishertechnik, PHYWE scientific equipment, Craze, Miraculous Lady Bug, Educa, Dolls World, Juggleezz Neon, Wecool, Transracers, and Gemex. It serves retail partners, hypermarkets, and institutional customers across MENA through a regional distribution channel, complemented by direct B2B sales of leisure equipment to hospitality, government, and commercial projects (including Hyatt Regency Dubai, Hilton Abu Dhabi, Dubai Municipality, and Al Mubarak Center Sharjah). The company also partners with Prime Play Interactives and Miracle Recreation Equipment for leisure project installations.

The Real Estate division (FGI Real Estate) has operated since 1991 and participates in Dubai urban development projects such as Andalucia and Arabian Ranches, focusing on quality residential and office development. An Integrated Facilities Management arm provides MEP and property management services. Underlying technology is not disclosed and the company employs 51-100 staff. Revenue is generated through transaction-fee distribution margins, real estate development sales, and facilities management professional services, with pricing conducted on a quote-based and partnership-negotiated basis.

Name

First Group International

Legal name

First Group International

Website

https://firstgroupintl.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

First Group International is a privately-held Sharbatly family conglomerate headquartered in Dubai, operating Trading (exclusive MENA distribution of toys and educational brands), Real Estate development (since 1991), and Integrated Facilities Management, serving retail partners, hospitality, government, and commercial customers across the MENA region.

Ownership category

akta.pro rank

Product category

Consumer Products Distribution

NAICS

General Merchandise Retailers (455)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Hybrid Retail-Wholesale Membership Clubs (B2B2C) (CRAEADAD)

Keywords

• Toy distribution
• Educational products
• Real estate development
• Leisure equipment
• Brand distribution

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Trading Distribution: Distribution of toys, stationery, and educational products across MENA region with exclusive distribution rights for international brands
2. Real Estate Development: Real estate development and investment in Dubai properties including residential and commercial projects
3. Facilities Management: Integrated facilities management services providing MEP and property management services

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

First Group International is a family-owned conglomerate that distributes internationally recognized toys, stationery, educational and leisure products across the MENA region through exclusive distribution rights. The company also develops residential and commercial real estate in Dubai and provides integrated facilities management services.

Product overview

First Group International is a multi-sector distribution and trading company operating across three main divisions: Trading (toys and stationery), Real Estate, and Education. The Trading Division distributes well-recognized global Toys and Stationery brands in the MENA region, holding exclusive distribution rights for brands including Intex (airbeds, boats, pools, spas, play centers, swing sets), Squishmallows, Craze, Miraculous Lady Bug, Wecool, Transracers, Gemex, Educa, Dolls World, and Juggleezz Neon. The Education Division supplies innovative educational products including Fishertechnik construction toys, PHYWE scientific equipment (physics, chemistry, biology experiments), and Fischer TiP biodegradable modeling materials. The Leisure Division offers comprehensive quality-focused products including Playground Equipment, Park Furniture, Beach & Pool Play Items, Above Ground Pools & Spas, and Shade Structures. The company also operates in Real Estate development (since 1991) and Integrated Facilities Management services.

Differentiator

Problem solved

Functional benefit

Products and services

• Intex Airbeds and Air Furniture Inflatable airbeds and air furniture from the Intex brand, distributed across the MENA region for indoor and outdoor use.
• Intex Boats Inflatable recreational boats from the Intex brand, distributed to retail partners across MENA.
• Craze Toys German toy industry brand with distribution reach in GAS territories, distributed by First Group International.
• Educa Playhouses Plastic playhouses designed for indoor and outdoor use, easily assembled and made from high-quality plastic.
• Dolls World Established brand since 1948 by Peterkin UK Ltd of Leicester, England, featuring die-cast and R/C cars, military figures, and dolls.
• Fischer TiP Modeling Materials German-made modeling product using high-quality potato starch raw materials that are 100% biodegradable, distributed for educational use.
• Fishertechnik Construction Toys Construction toy brand invented by Artur Fischer, produced in Waldachtal, Germany, distributed for educational and STEM learning.
• Gemex Toys Toy brand distributed by First Group International, added in 2025.
• Intex Inflatable Products Leading brand for inflatable toys, airbeds, boats, pools, spas, and play equipment distributed exclusively in the MENA region.
• Juggleezz Neon Neon juggling toys for children distributed across MENA.
• Miraculous Lady Bug Toys Miraculous Lady Bug themed toys based on the animated series, distributed across MENA.
• PHYWE Scientific Equipment Scientific educational equipment for physics, chemistry, biology, applied engineering and medicinal experiments, founded in 1913 by Dr. Gotthelf Leimbach in Germany.
• Intex Play Center Indoor and outdoor play center structures from Intex distributed for family entertainment venues.
• Intex Inflatable Spas Inflatable spas from Intex for residential relaxation use.
• Squishmallow Plush Toys Round plush toys launched in 2017 by Kelly Toys Holdings LLC, owned by Jazwares (Berkshire Hathaway company), distributed in various colors, sizes, animals, and textures.
• Transracers Toy Cars Toy racing car brand distributed by First Group International across MENA.
• Intex Wet Set Water play sets and accessories from Intex distributed across MENA.
• Intex Above Ground Pools and Accessories Above ground pools and accessories from Intex distributed for residential and commercial use.
• Wecool Toys and Crafts Global designer and manufacturer of dynamic toys, crafts, compounds and more, distributed across MENA.
• Leisure and Playground Equipment Comprehensive range of quality-focused leisure products including playground equipment, park furniture, beach and pool play items, above ground pools and spas, and shade structures, supplied through partnerships with Prime Play Interactives and Miracle Recreation Equipment.
• FGI Real Estate Development Real estate development and investment focused on creating quality residences, executive villas, offices, and affordable housing in Dubai.
• Integrated Facilities Management Services Integrated facilities management services providing MEP and property management services for commercial and residential properties.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Prime Play InteractivescoreStrategic or Co-development PartnerPrime Play Interactives has evolved into a world leader in design and manufacturing of active family attractions, providing custom play attractions and market-leading attractions for families. First Group International partners with Prime Play for leisure project installations.
• Miracle Recreation EquipmentcoreStrategic or Co-development PartnerMiracle is an Australian-owned business designing, manufacturing and installing playgrounds and recreation equipment for over 25 years. Provides comprehensive leisure products and services at affordable prices for commercial and non-commercial applications.
• SAMACO GroupcoreStrategic or Co-development PartnerFounded by Sheikh Ibrahim Sharbatly in 1975, SAMACO Group is part of the AlNahla Group. First Group International is closely associated with SAMACO as part of the broader family business enterprise.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Mattel: Global toy manufacturer whose branded products flow through First Group's MENA retail and educational channels; comparable as a brand principal in the same category as First Group's distributed brands (Fishertechnik, Squishmallows, Intex).
• Landmark Group: Major MENA-headquartered retailer and distributor operating retail concepts and supply chain across the Gulf and India, comparable to First Group in regional scale, multi-category brand partnerships, and B2B distribution infrastructure.

Direct peers

• Jazwares: Owner of the Squishmallows brand (one of First Group's distribution partners) and a Berkshire Hathaway company; comparable as the upstream brand owner in First Group's distribution and product-launch pipeline.
• Prime Play Interactives: Strategic partner of First Group for design and installation of active family attractions in the MENA region; directly comparable as a co-development partner for the leisure division's enterprise playground and recreation projects.
• Intex Recreation Corp: Global manufacturer of airbeds, pools, spas and inflatable products for which First Group holds MENA exclusive distribution rights; the principal brand-owner relationship underlying the trading division's revenue base.

Regional players

• Chalhoub Group: Leading Middle East distributor and retailer of international brands with luxury, beauty, and lifestyle operations; comparable as a Gulf-based family-controlled brand-distribution specialist with similar regional reach and B2B relationships.
• Alokozay Group: Large family-owned conglomerate based in the UAE/KSA with FMCG distribution and real estate operations across MENA, comparable to First Group's diversified distribution-plus-property structure and regional brand-agency business model.
• Transmed (Oetker Group): MENA-headquartered exclusive distributor for major international FMCG brands including Fevicol and Knorr, the closest functional analog to First Group's exclusive territory distribution model across the Gulf region.
• Kamal Osman Jamjoom Group: Saudi family-owned conglomerate distributing international consumer brands across KSA and the wider Middle East, structurally comparable to First Group's exclusive regional distribution franchise model.
• Apparel Group: Dubai-based multi-category distributor and franchise operator for global brands across MENA, comparable in role as a regional brand-rights holder and B2B distribution partner for international consumer goods manufacturers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FGI_2015

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 First Group International