About — From Jeddah 1970 to Alsaadi Group
Our story begins in Jeddah in 1970 with Sheikh Awadh Thabit Alsaadi, growing into a Gulf menswear house over the decades. In 2000 we entered the UAE with a new identity and a full corporate philosophy: Ashbiliya as the flagship retail brand of Alsaadi Group. Today, 11 UAE branches serve citizens, residents, and visitors with the same standard — a trusted piece, backed by deep knowledge.
The beginning — Jeddah, 1970
In 1970, Jeddah was a centuries-old crossroads of trade and the gateway for pilgrims to Mecca. Traditional Gulf menswear — the thobe, ghutra, shemagh, and bisht — was not just clothing but an extension of an identity deeply rooted in Arabian culture. That year, Sheikh Awadh Thabit Alsaadi opened his first store under the name "Alsaadi," entering the Gulf menswear trade in a city that combined commercial heritage with openness to the wider Muslim world.
Growing into a Gulf house
The 70s, 80s, and 90s brought sweeping change to the Gulf — economic expansion, increased mobility between countries, and rising demand for traditional menswear in its various regional styles. Over these decades, "Alsaadi" evolved from a single store into a recognized Gulf menswear house, serving customers who valued quality and craftsmanship. By the late 90s, that growth called for a corporate decision.
The corporate evolution — from family name to brand identity
At the turn of the millennium, the family made a strategic decision: move the business from a family-store model into a full corporate structure. The goal wasn’t to break from the roots but to build a flagship brand capable of scaling regionally. This is how Alsaadi Group took shape as the corporate parent — bearing the original family name. And within that group, Ashbiliya was created as the flagship retail brand, designed with a unified visual identity, standardized service, and the capacity to scale across multiple branches.
Why "Ashbiliya"?
Ashbiliya is the Arabic name for the Spanish city of Seville — the capital of Al-Andalus in its golden age. Seville was a meeting point of civilizations, home to leading Arab schools of textile, design, and refined craftsmanship. Choosing this name linked our Gulf identity to a broader Arab heritage — of mastery, taste, and cultural exchange. The name carries the brand’s message: Arabian elegance documented across centuries.
The UAE chapter — 2000
Ashbiliya entered the UAE market in 2000, a period when the country was emerging as a regional commercial hub. From a single first branch, growth followed deliberately and methodically across the years to 11 branches covering most of the country’s emirates. Each branch is part of a unified system: same quality, same service, same visual identity.
Today’s leadership — the second generation continues the journey
Alsaadi Group is today led by the second generation — the sons of the founder, Sheikh Awadh Thabit Alsaadi, who continues to play an advisory role and shape the brand’s direction. This smooth generational transition reflects the family’s philosophy: heritage is not a piece of the past but a foundation each generation builds upon. The second generation carries the same values of quality and craftsmanship the founder began with in 1970, and brings to them the tools of modern management and corporate growth.
Today — Alsaadi Group and the Ashbiliya brand
Ashbiliya operates as the flagship retail brand under Alsaadi Group — a corporate structure that combines family heritage with modern operational standards:
- 11 UAE branches (Abu Dhabi, Dubai, Sharjah, Ajman, Ras Al Khaimah, Fujairah, Al Ain)
- Unified visual identity across all branches
- WhatsApp ordering for inquiries and orders from anywhere in the UAE
- 60,000+ followers across TikTok and Instagram
- A diverse customer base — Gulf citizens, UAE residents, and visitors
We continue with the same principle the founder began with in Jeddah over five decades ago: a trusted piece, backed by deep knowledge of fabric and craft, in a manner that honors Gulf tradition while keeping pace with its era.
Related questions
Who leads Alsaadi Group today?
The group is led by the second generation — the sons of founder Sheikh Awadh Thabit Alsaadi, who continues to play an important advisory role in shaping the brand’s direction.
What’s the difference between Alsaadi Group and Ashbiliya?
Alsaadi Group is the corporate parent entity, carrying the founding family name since 1970. Ashbiliya is the flagship retail brand within the group — the face customers experience in the branches.
What does the name "Ashbiliya" mean?
Ashbiliya is the Arabic name for the Spanish city of Seville, capital of Al-Andalus in its golden age. The name links our Gulf identity to a broader Arab heritage of elegance, craftsmanship, and refined trades.
Why did you move from a family name to a corporate brand?
Not a break from the roots, but a natural evolution. The "Alsaadi" name remains in the parent entity (Alsaadi Group), while Ashbiliya delivers a retail experience with unified corporate standards designed to scale regionally.
Do you operate outside the UAE?
Currently we serve customers in the UAE through 11 branches, with WhatsApp ordering and delivery. Expansion into additional Gulf markets is part of our growth vision.