About Us

Over the last 55 years, The New Store LLC (TNS) has evolved to distribute and retail some of the world’s leading brands. We are the first and exclusive Sole Distributor of Braun products in the United Arab Emirates. Today TNS represents the complete Braun portfolio which includes:

Braun Beauty – Personal Care range by P&G
Braun Oral B – Power Oral Care range by P&G
Braun Lifestyle – Small Domestic Appliances by De’longhi Group
Braun Health Care – Healthcare Devices by KAZ
Braun Watches & Clocks – by Zeon

Other leading brands include:

Ariete by De’longhi
Soehnle – Masters in Weighing Scales
Libratone – Sound System
Beko – SDA
Revlon - Hair Tools

TNS has built strong relationships with channel partners within the industry by concentrating on leadership with three core principles: Trust, Ownership & Integrity. Our focus is on ‘Best in Class’ executions and our slogan is ‘Distribute & Display, The New Store Way’. TNS team comprises a dynamic sales force, an experienced logistics crew, a fully equipped service center, and a highly professional management team. We deploy a flat organizational structure to manage a team of over 160 personnel and to aid in quicker decision-making. As part of our continuous improvement ethos, TNS qualified for full BSI (British Standards Institute) membership. TNS runs a fully integrated warehouse and delivery service from an in-house 70,000 sq. ft. facility in Al Quoz Industrial Area. We have a fully equipped delivery fleet with the capacity to deliver across the UAE within 24 hours. In retail operations, TNS boasts a global one-of-a-kind experience at its Braun Boutique which is located in the primer area of Jumeirah. The 3,000 sq. ft. facility was inaugurated in 2016 and features Braun’s complete product range under one roof. The facility is equipped with unique experience kiosks allowing visitors to experience Braun’s product offering through live demonstrations and workshops as well as to get the best of beauty trends from the studio’s in-house experts.