here's something about us

OUR STORY

Fareed Khalaf and Sons' Company, is one of the oldest and most prominent company names in Jordan. After the passing of our founder, Fareed Khalaf Sr. in 1990, the name was amended in 1991 to “Fareed Khalaf Sons Company - Khalaf Stores", and is currently managed by the next generations.

In 1952, the company started its business operations in retail by introducing the first self-service premium retail outlet in Jordan. By the early 1960’s Khalaf Stores became an official FMCG distributor. In 1994, Khalaf Stores decided to shift the business, focussing more on the distribution of top brands, by taking the decision to spin off its retail outlets. During the late 1990’s, the company decided to form a separate division to handle luxury wines and spirits with its own dedicated team. After achieving growth with Nestlé Nespresso, Khalaf Stores decided to establish a specialised subsidiary in 2008 under the name “Superbrands for Investment and Trading Co Ltd” to handle all the super premium coffee business.

Starting with 12 employees, today Khalaf Stores operates with over 200 and a high calibre management team. The distribution network has advanced to a very high standard in the Jordanian market. Khalaf Stores is driven by an ethical business mentality with future vision, enjoying a good reputation in the Jordanian market.

what makes us leaders

OUR VALUES

PEOPLE

We believe human resources is part of our success. We invest in retaining, training, and developing employees at all levels within the organisation.

EXCELLENCE

We aim for product excellence.

INTEGRITY

We always do things right. We are honest and straightforward. We operate lawfully and ethically.

TRUST

We respect our customers and business partners and treat them as we want to be treated. We believe that people work best when there is a foundation of trust.

PASSION

We strive to be the best at doing what matters most. We have a compelling desire to improve and to win in the marketplace. We act as entrepreneurs.

PUBLIC RELATION

We believe our relationship with our customers, trade, and suppliers is a key to success.