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Outdoor living supply for the UAE since 2012
Established in 2012, Elite Horizon General Trading LLC is a Dubai-based distributor and brand builder focused on outdoor living. We supply hospitality professionals, procurement teams, and retail partners with products that perform consistently in the UAE market, backed by strong logistics, reliable stock, and hands-on support.
From premium fuels to grills, accessories, and cooler boxes, our portfolio is built around one idea: make outdoor cooking and outdoor living easier for customers, and easier to sell for partners.
At a glance
- Founded: 2012, in Dubai
- Base: Head office and warehouses in Jabal Ali Industrial Area 1, Dubai
- Brands: 30+ brands on shelf, including our own Pure Fire, Bad Axe and Moya
- Customers: 450+ hospitality outlets and the major retailers across the UAE and GCC
- Team: 9 nationalities, with women in half of our management roles
- Hours: Monday to Saturday, 8am to 6pm
What we supply
Built for hospitality performance, retail sell-through, and UAE conditions.
Charcoal
Hospitality-grade charcoal for consistent heat, clean burn, and reliable service. Trusted across the UAE since 2012 through our flagship brands.
Charcoal supply ›Firewood
Premium firewood and cooking woods for pizza ovens, open-flame concepts, smokers, and events, supplied with quality control and dependable availability.
Firewood supply ›BBQ grills and accessories
Grills, smokers, outdoor cooking gear, and accessories, chosen for performance, durability, and strong after-sales support in the region.
BBQ and pizza oven brands ›Coolers, drinkware and cooling
Igloo cooler boxes, Moya drinkware and Pure Cool air coolers for everyday UAE use, from family days out to events, outdoor venues and retail.
Igloo coolers ›Retail distribution and brand building
We build brands as well as distribute them. From channel strategy and positioning to merchandising and partner support, we help brands grow in the UAE market.
Brand distribution ›
Why partners choose Elite Horizon
Sustainability and FSC certification
Elite Horizon is FSC-certified. We apply responsible sourcing and quality standards across our supply chain, so long-term partners get dependable, repeatable performance.
Account-managed support
Dedicated account management with fast, practical communication by call, WhatsApp, email, and SMS, at the pace hospitality and retail need.
Warranty and after-sales that works
Clear processes and strong international partners mean issues are handled properly, with solutions that protect your operations and your customers.
Competitive trade pricing
Our scale and sourcing keep pricing competitive while maintaining the quality your kitchens and customers demand.
Experience you can trust
Our team brings decades of combined experience in product, logistics and the realities of operating across the UAE. We focus on long-term relationships with our customers and brands.
Our team
Our success is driven by a diverse, high-performance team. With colleagues from nine nationalities and a culture built on accountability and partnership, we focus on results that make life easier for our customers and our brands.
Women hold 50% of our management positions, reflecting our commitment to building a modern, inclusive organisation with strong leadership at every level. Meet the team below.
Work with us
We're always interested in passionate people who thrive in fast-moving, partner-led environments.
Join the teamMeet the team
The people you will deal with when you work with Elite Horizon, from your first enquiry to delivery and after-sales.
Leadership and finance
Aadil Datta
Chief Executive Officer
Leads Elite Horizon, its brand partnerships and our own brands, including Pure Fire, Bad Axe and Moya. Works closely with hospitality groups and retailers across the UAE and GCC.
Mustufa
Chief Financial Officer
Oversees financial strategy, reporting and controls, so the business stays on a sound footing as it grows.
Marshe
Head of Operations
Runs day-to-day operations across procurement, warehousing and delivery, and looks after compliance and our people. Marshe is also the first contact for anyone who wants to join the team.
Danissa
Head of Finance
Leads the finance team's day-to-day work, from accounts and VAT to approvals and month-end reporting.
Saharah
Senior Finance Manager
Manages accounts, payments and credit control, and helps customers and suppliers with billing questions.
Sales and accounts
Min Wai
Hospitality Relationship Manager
Looks after hotels, restaurants and beach clubs, helping chefs and procurement teams choose the right fuels and equipment.
Jayson
Sales Manager, Big Box Retail and Ecommerce
Manages our large retail and online accounts, from range reviews and product listings to promotions.
Siraj
Sales Manager, Marine, DIY and Hardware
Works with marine, DIY and hardware retailers on range, stock and in-store support.
Lea
Account Executive
Supports customer accounts, retailer portal submissions and e-commerce, so orders and listings run smoothly.
Supply chain, warehouse and delivery
James
Procurement Manager
Manages international purchasing, forecasting and shipping documents, so the right stock lands in Dubai on time.
Nawaz
Order Management
Processes orders and keeps customers updated on stock and delivery, working with the sales team on every account.
Pocholo
Logistics Manager
Plans deliveries across the UAE and runs our fleet and drivers, so orders arrive when promised.
Romar
Warehouse Lead
Leads our Jabal Ali warehouses: receiving, stock accuracy, picking, packing and dispatch.
Siraji
Warehouse Executive
Picks, packs and dispatches orders, and keeps stock counted, put away and ready to go.
In store
John, Tariq and Munawar
Merchandising team
Visit stores across the UAE to keep our brands stocked, well displayed and correctly labelled on the shelf.
Contact Elite Horizon
Tell us what you need, from charcoal and firewood for a hotel kitchen to a new brand for your retail range, and our team will recommend the right products and supply plan.
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