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Wed 2 May 2018 10:06 AM

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Video: Al Ahli Holding Group listening to a new audience - Mohammed Khammas

As CEO of Al Ahli Holding Group, Mohammed Khammas hasn't just remodeled a family industrial conglomerate into an entertainment empire - he's helping reinvent the way brands engage with their customers in the digital age.

Al Ahli Holding Group (AAHG) is a four-decade old multi-diversified international conglomerate that his father, Nasser Khammas, built from scratch.

Activities range from real estate to construction, engineering, mining and infrastructure, retail and trading, technology and logistics, lifestyle and fitness, entertainment and hospitality.

Since Khammas junior entered the business in 1999, he has diversified it considerably, opening Dubai Outlet Mall, buying the franchise rights to US-based Gold’s Gym and licenses to publish Marvel, Warner Bros and DC Comics comic books.

He established Al Ahli Plastics, opened Comicave, the world’s largest comic store at Dubai Outlet Mall, and launched a Singapore-based company, also with Comicave Studios and Universal Events, to host events and conventions. He also has alliances with Fox Studios, Marvel-Disney, Sony Pictures and Warner Bros.

To run all this, AAHG has 9,000 employees, and is based in the UAE with representative offices across 20 countries.

So, when Khammas says he doesn’t want to overburden his team, he is not exaggerating. And it means he occasionally has to reign in his enthusiasm to reshape not only his own family empire, but the future of commerce more generally.

Because, as it turns out from a wide-ranging conversation at the company headquarters next to Outlet Mall, Khammas has an extremely focused vision for how these seemingly disparate businesses connect with each other, and the customers he wants to attract.

In this edition of Inside AB Bernd Debusmann and Jeremy Lawrence dig into Mohammed Khammas' innovative approach to finding new customers in the digital era.

For more on this story visit.

(Source: Arabianbusiness.com YouTube channel)