As a family business , Alfarag trading plc was established in 1932 in Dire Dawa Ethiopia. From its establishment till it moves to Addis Ababa in 1965 the company used to import and supply to the market products like:
- Clarks Shoes
- Lee & Wrangler jeans (from VF Corporation)
- Arrow Shirts
- Vanheusen Shirts
- Eaton Shoes
- Salik Suits (from Belgium)
- Grief suits (from Germany)
- Person & Ray Ban Sun Glasses
- Brut, Vaseline and many products unilever
As part of product introduction and product development, the company has taken crucial steps to select, import and develop products of multinationals like unilever. Brands such as Vaseline , Brut , Dove , Lux, Axe are primarily developed by the company . Apart from importation , Alfarag has taken steps in joint venture with unilever in repacking omo detergent powder in the companies premises in Addis Ababa.
- We are currently active in main urban centers and the country . As importer and distributor , the company work hard to be one of the best distributors of fast moving consumer goods (FMCG) in Ethiopia . To that effect the company’s vision is to cover all urban centers with population size of 100,000,000 and more by the year 2020.
- As importer of world class consumer goods like sports wears, perfumes, Spectacles, watches, etc our vision is to be the leading importer and service provider to our keen custom. The company plans to multiply the number of outlets in Addis Ababa to reach more consumers and will start to open up new sales points in the major cities like mekelle , bahir dar , Gonder , Desse , Jimma Dire Dawa, Harar , Nekempt , Shasemene , Arba Minch , Robe , Hawassa and Adama in the coming few years.
- As duty free operator and as a representative of world class products, the company strives to be the best duty free outlet in Africa in terms of supplying the range of products that would satisfy the demand of international customers with the provision of outstanding service.
Our People
- Our business is diversified and challenging. From identifying the right product for the market to placing the products in the right channel with efficient approach requires the right people. At Alfarag we employ dedicated and hardworking managers and sales people that have the capacity to manage the whole operation and perform the periodic targets in terms of sales and product availability.
- We believe that our people are our greatest asset and therefore we constantly invest in their personal development. When employees start with us they are provided with appropriate training program highlighting all areas of product knowledge sales , merchandising, marketing strategies , etc.
Prevailing Situation
With many years of experience, the company has gone through significant changes in terms of capacity and operation and customer service.
Currently the company is engaged in:
- Import and distribution of fast moving consumer goods
- Duty free operation
- Wholesale & retail operation
- Retail to consumers
