Al Barshaa was established in UAE as a distributor for leading imaging brands such as Eastman Kodak, Die Nippon Japan, Noritsu Japan, DigiRefurbLab of Singapore and Red Moments of India. Al-Barshaa rapidly and firmly diversified into innovative/alternative household and consumer electronic products, successfully introducing several Private Labels from manufacturers like THEO & CO., (Pizza Perfector), CJ O Shopping (Foot massager), Tristar of Canada (Silly Slippeez), Intersell Ventures (Anytime Grill, Buntastic), and a few others. The main channel strategy in this line evolves around a partnership with the Middle East's leading home TV shopping network, on-line shops, along with select and relevant retail channels.