UAE's GMG aims to double workforce by 2025 with global strategy
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UAE’s GMG aims to double workforce by 2025 with global strategy

UAE’s GMG aims to double workforce by 2025 with global strategy

The company operates in 12 countries with the potential to reach over 700 million consumers globally


UAE-based Gulf Marketing Group (GMG) aims to double its global workforce by 2025 with its new corporate strategy.

The company’s strategy includes a restructuring of its existing business units and introducing a new brand identity.

Mohammad A. Baker, deputy chairman and CEO of GMG, has confirmed that its future investments will be focused on improving people’s lives through active living, nutritious food, and good health, a statement said.

The investments will be across four business verticals: GMG Sports, GMG Food, GMG Health, and GMG Consumer Goods. The company has a portfolio of brands across these sectors and has introduced more than 120 brands over the last four decades. This has included representing international brands such as Nike, Vans, The North Face, and Columbia, among others.

In the food sector, the company is both a food manufacturer under GMG Food, and a distributor of food brands such as McCain, Mama Sita’s, and Shan under its GMG Consumer Goods vertical. The company has also created home-grown concepts, including Sun & Sand Sports, Supercare pharmacies, the Farm Fresh food brand, and others.

GMG currently employs around 7,000 people in 12 countries across the Middle East, North Africa, and Asia. “Whether through acquiring new international brands, developing homegrown concepts, or entering new markets, I see a future in which GMG can have a presence in every major market around the world,” Baker added.

“We recognise that communities and governments around the world are striving to progress sustainable development goals that are often anchored in personal well-being,” notes Baker. “Meanwhile, the industries we operate in are experiencing significant disruption, whether through climate change, rapid digitalisation, or other forces. We are therefore setting a new purpose-centric vision for GMG to inspire people to win in ways that make the world better, daring ourselves and others to develop better products and experiences that change lives. This is not just about the sustainability of our own business, but also of the communities we serve.”

The global wellness market has expanded considerably in recent years. According to McKinsey & Company estimates, the space is at more than $1.5 trillion with annual growth of five to 10 per cent as consumers view wellness across verticals as better health, fitness, nutrition, appearance, and more.

GMG acquired multi-brand sports retailer Royal Sporting House in December 2020, marking the company’s first expansion into Asia.

Read: Dubai’s GMG acquires Southeast Asian sports retailer Royal Sporting House

In April 2021, GMG extended its presence in Saudi Arabia with a new headquarters office and mega-warehouse facility located in Riyadh.

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