Hamad Al Gurg, Chief executive officer, BetterLife UAE
The idea of comfort in the modern home is being redefined. Living spaces are no longer defined solely by square footage or location, but by how seamlessly they support daily routines, personal taste, and long-term reliability. Across the Gulf, this change is reshaping how homes are designed, used, and experienced. Kitchens have evolved from functional corners into design-led centres of the home. Appliances are no longer background utilities; they are expected to integrate, perform consistently, and quietly enhance everyday life. This shift has created a demand for retailers who understand not just products, but how people actually live with them. It is within this evolving landscape that BetterLife UAE has built its identity—one grounded in heritage, shaped by expertise, and driven by a clear understanding of modern living. Founded in 2003 and headquartered in Dubai, BetterLife UAE has grown into a trusted destination for premium home and kitchen appliances across the region.
The Beginning of BetterLife
The foundation of BetterLife UAE can be traced back to 1962, when Al Gurg Electronics first entered the UAE market by retailing radios. Over time, as consumer needs evolved, so did the business. It expanded beyond radios into televisions and a wider range of consumer electronics, earning a reputation for quality products, dependable service, and long-term customer relationships. By the early 2000s, this accumulated experience revealed a clear shift in consumer expectations. Homeowners were no longer seeking appliances alone; they were looking for specialist knowledge, trusted global brands, and a more refined, considered shopping experience. In 2003, this insight led to the birth of BetterLife UAE, a dedicated retail concept focused entirely on home and kitchen solutions. “Our vision was to create a premium destination dedicated entirely to home and kitchen solutions, bringing together leading global brands, the latest innovations, and expert guidance in one place,” shares Hamad Al Gurg, the CEO of BetterLife UAE.
From the outset, the company focused on improving everyday living by offering products customers could trust, supported by knowledgeable teams and dependable service. More than two decades later, that commitment continues to define BetterLife’s approach.
Curating Solutions for the Modern Household
At the heart of BetterLife’s proposition is a carefully curated portfolio of home and kitchen appliances designed to meet the practical and lifestyle needs of modern households. Its product categories include kitchen appliances, laundry solutions, and major domestic appliances, with everyday essentials such as washing machines, cookers, refrigerators, and built-in kitchen systems at the core. Taken together, these offerings allow BetterLife to provide a complete, end-to-end solution for the modern home.
BetterLife works with established international brands such as Siemens, SMEG, Hisense, and Gorenje, each known for combining technology with thoughtful design. At the same time, the company continually evaluates evolving consumer preferences, introducing fast-growing brands that offer accessible innovation and strong functionality for today’s households. Complementing this international portfolio is BetterLife’s own brand, Wolf Power. “Alongside these brands, Wolf Power represents our own commitment to quality, value, and relevance. It is developed to address everyday household needs while reflecting the standards customers associate with BetterLife,” emphasizes Hamad Al Gurg.
Redefining Kitchens through Built-In Innovation
For years, kitchens across the UAE relied heavily on standalone appliances that prioritized performance but gave little consideration to design cohesion or spatial integration. As open-plan layouts and contemporary interiors became more prevalent, homeowners began seeking appliance solutions that could be integrated seamlessly and enhance the overall look and flow of the space. BetterLife UAE recognized this shift early and was among the first retailers in the UAE to introduce built-in kitchen appliances. This innovation addressed three critical needs: more efficient use of space, greater design consistency, and a growing desire for kitchens that reflected a premium, personalized lifestyle.
By integrating appliances seamlessly with cabinetry and finishes, built-in solutions allowed kitchens to feel cleaner, more balanced, and purposefully designed. Over the past two years, these expectations have continued to evolve. Performance remains essential, but it is no longer enough on its own. Today’s consumers look for appliances that combine functionality with aesthetics and smart technology, all while fitting naturally into the overall design of the home. In response, BetterLife UAE now offers built-in appliances in a broader range of sizes, finishes, and configurations, making it possible to tailor kitchens more precisely to individual spaces and lifestyles. Its early commitment to built-in solutions has played a meaningful role in shaping modern kitchen standards in the UAE.
Delivering Excellence across Every Touch Point
Customer experience sits at the centre of BetterLife’s brand promise. Whether engaging online, in-store, or through delivery and after-sales service teams, the objective remains the same: to deliver clarity, confidence, and consistency at every stage of the journey. The experience begins with a consultative approach. Rather than pushing products, BetterLife teams are trained to first understand each household’s specific needs—family size, lifestyle, available space, usage patterns, and long-term expectations. These insights enable them to guide customers towards solutions that are appropriate and practical. Over time, this approach builds trust and lays the foundation for lasting customer relationships.
Digitally, BetterLife continues to invest in its online platforms to ensure ease of navigation, accurate information, and intuitive product comparison. Customers are empowered to explore options and make informed decisions with confidence. That same clarity carries through offline, where showrooms are designed to reflect the quality of the brand’s offering, allowing customers to experience appliances in real-life settings before making their final choice. “Consistency is maintained through clear processes, regular training and controlled service delivery, ensuring a seamless experience from consultation through installation and after-sales support,” asserts Hamad Al Gurg.
Balancing Innovation, Reliability, and Long-Term Value
Rather than chasing every new trend, BetterLife UAE takes a measured and practical approach to innovation. Having seen the market evolve from basic appliances to connected and intelligent systems, the company focuses on progress that delivers real benefit rather than short-term novelty. “Our approach is centred on balance. We introduce innovation through smart and connected appliances that improve convenience and control, while ensuring that reliability and performance remain uncompromised,” affirms Hamad Al Gurg.
BetterLife partners with established international brands known for durability, energy efficiency, and consistent performance, so customers get dependable appliances with smart capabilities that actually enhance daily life rather than complicate it. Long-term value is equally important in their decision-making. Products are chosen based on how well they support efficiency, ease of use, and running costs over time, helping customers make informed and sustainable choices. “By aligning innovation with reliability and value, we ensure new technologies genuinely improve everyday living and remain relevant beyond the point of purchase,” adds Hamad Al Gurg.
A Culture Built on Trust and Collective Responsibility
Behind BetterLife’s operational consistency lies a culture rooted in collaboration, shared responsibility, and a customer-first mindset. This culture is guided by clear, consistent leadership. As the CEO of the organization, Hamad Al Gurg brings a modern, forward-looking mindset and hands-on leadership approach that encourages teams to think creatively, act decisively, and stay closely aligned with the values that define the brand. Rather than driving direction from the top alone, he fosters ownership across the organization, ensuring people feel both accountable and empowered in their roles.
Collaboration is central to BetterLife’s operations. Challenges are addressed collectively with cross-functional teams working together to develop effective solutions. Customer insight informs decisions at every stage, ensuring products, processes, and services are grounded in real needs rather than assumptions. “We focus on premium, high-quality products and service standards that reflect reliability, excellence, and trust. Every team member is empowered to take ownership, act with integrity, and deliver with care,” shares Hamad Al Gurg.
Ultimately, it is this collective spirit that enables Better Life to consistently deliver quality, service, and trust across the organization.
Charting Growth across the Gulf
As BetterLife UAE looks to the future, its focus remains on building a smarter, more considered approach to modern living. As Hamad Al Gurg puts it, “Our long-term vision is to continue strengthening its position as a leading destination for premium home and kitchen appliances, while playing an active role in shaping the future of smart living.”
Building on this strong foundation, BetterLife plans to further expand its retail footprint across the UAE and the wider Gulf, bringing its carefully curated product range and customer-centric service model closer to more communities. Alongside this physical growth, the company is simultaneously investing in digital capabilities to enhance the overall customer journey. By integrating advanced, AI-enabled systems across its platforms, it is creating faster, more responsive, and personalized online and in-store experiences. These tools enable smarter product discovery, more relevant recommendations, and a seamless journey from initial engagement through installation and after-sales support. “Through a balanced approach to expansion and digital transformation, BetterLife will support smarter, more efficient, and design-led living across the region, while ensuring innovation continues to deliver meaningful value for customers over the long term,” says Hamad Al Gurg.