About Niru
A family business, built for food distribution
Niru is a Dubai-based FMCG distributor. We bring food brands to supermarkets, discount stores, groceries and kitchens across the UAE.
Our story
Niru was founded in 2025 by Yousef Khademi. Over 30 years he built Runner's into a sports retail and distribution group with more than 70 stores across the UAE and GCC, working with brands such as Jack Wolfskin, Saucony and Diadora, before the group was acquired in 2025.
Niru takes that experience of building brands in this market and applies it to food. The business is family-owned and self-funded, so decisions are made for the long term.
What we do
- Exclusive UAE distribution of Kent Boringer, Ciao and Sera
- Our own brands, Fannan and Suppy
- Retail, modern trade and HoReCa channels
- 35,000 sq ft warehouse in Al Qusais, Dubai, with our own delivery vans
Our journey
From one retail business to food distribution across the UAE
More than 30 years of building brands in this market, now applied to food.
Leadership
The people you will work with.
Yousef Khademi
Chairman and founder
Yousef brings more than 30 years of business in the UAE across retail and distribution, including partnerships with global brands such as Jack Wolfskin, Saucony and Diadora. He founded Runner's, the UAE's first specialist running retailer, and led it until the group was acquired in 2025.
Ben Khademi
Managing Director
A former PwC Deals Senior Manager, Ben led transactions worth more than CAD 1 billion and grew online sales to eight figures a year in the chairman’s previous business. He also founded Suppy, now one of Niru’s own labels, and runs Niru day to day.
Abdallah El Meraabi
Commercial Director
Abdallah has more than 20 years in UAE food and FMCG sales. He has built and led sales teams across retail chains, discount stores, independent groceries, wholesale and HoReCa, and leads Niru’s sales team today.
Why brands work with us
What Makes Niru Different
Direct access to decision makers
Leadership manages every brand partnership directly. You talk to the people who set prices, place orders and run the sales team.
Our own warehouse, fleet and field team
A 35,000 sq ft warehouse in Dubai, our own delivery vans, and sales teams covering Dubai, Sharjah, Abu Dhabi, Al Ain and the Northern Emirates.
Family-owned and self-funded
There are no outside investors pushing for a quick exit, so we build each brand for the long term.
Our customers
Trusted by UAE retailers and kitchens
Some of the supermarkets, discount chains and food-service businesses we supply every week.
Work with Niru
Whether you own a food brand or want to stock ours, we would like to hear from you.