Brands For Less Group and EM Normandie Business School partner to develop future retail industry leaders

Brands For Less (BFL) Group, a leading off-price retailer across the GCC and Southeast Asia, and EM Normandie Business School have announced a strategic partnership to bridge academic learning with real-world business applications within the modern retail industry. The collaboration will run for three years and aims to bring together the commercial experience and market insights of Brands For Less with the academic expertise and international outlook of EM Normandie.

The partnership initiative, which starts immediately and is set to run throughout the 2026-27, 2027-28 and 2028-29 academic years, is designed to complement the academic learning of up to 60 students – 40 undergraduates and 20 postgraduates – across multiple business disciplines, including marketing, finance, digital transformation, innovation, and entrepreneurship. As well as providing practical industry exposure and a better understanding of how business concepts are applied in a real-world environment, students will have the opportunity to engage directly with retail professionals, work on real business challenges, and explore internship and career pathways.

The programme will also support the professional development of BFL employees through tailored executive educational sessions and is built around three pillars:

• Industry-led academic collaboration

BFL will work closely with EM Normandie’s academic departments to enrich the learning experience with real business context. The Group will contribute industry case studies, business challenges, market insights, and practical perspectives that can be integrated into coursework, research initiatives, and consulting-style projects. The company will also support knowledge-sharing opportunities through engagement with students and faculty, while exploring capstone projects, dissertations, and career prospects for future graduates.

• Field visits and industry exposure

Brands For Less will welcome EM Normandie students to its facilities for educational visits, accompanied by faculty or school representatives. Aligned with curriculum objectives and learning outcomes, these visits will provide students first-hand insights into the daily operations of a leading off-price retailer. Activities may include operational tours, leadership talks, business presentations, exposure to supply chain and merchandising functions, and discussions around retail strategy, innovation, and customer experience.

• Tailored executive training

EM Normandie will design a specialised executive training programme around the competency requirements of BFL teams. The programme will be delivered through the school’s Learning Centre located at Dubai Knowledge Park and licensed by the Knowledge and Human Development Authority (KHDA). It will be developed in close consultation with Brands For Less to ensure it addresses the Group’s priorities.

“Developing talent is a strategic priority for the Brands For Less Group and a key component of our long-term growth plans,” said Khaled Arnaout, Chief Operating Officer at BFL Group. “This partnership with EM Normandie enables the Group to play a more active role in shaping future business leaders while creating meaningful opportunities for knowledge exchange, practical learning, and professional development.

“By opening our doors to students, sharing our challenges, and learning from their fresh ideas, we create an environment where knowledge meets practice, as well as developing valuable opportunities for our own people to learn and grow. Developing talent is one of our key performance indicators and a core part of our long-term strategy, so we see this partnership as a two-way learning experience and an investment in both our people and the future leaders who will shape our industry.”

Professor Khaireddine Mouakhar, President of EM Normandie Business School added: “At EM Normandie Business School, we believe that strong industry–academic partnerships are critical to preparing graduates for the challenges of a rapidly evolving global economy. Our commitment goes beyond academic excellence as we strive to equip students with the practical skills, entrepreneurial mindset, and professional competencies that employers value.”

Together, the two organisations aim to prepare future-ready graduates and to equip working professionals with the skills to succeed in a fast-evolving business environment.