A 360° View of the Industry: From West Africa to Kuwait and Beyond!

The constant chase for success makes us wonder: Do we decide to be successful, or is it already a part of who we are, just waiting to be discovered? This question has fascinated scholars, thinkers, and dreamers for a long time. In the world of business, this question finds resonance as some paths appear carefully chosen, while others seem almost destined.

Fadi Soufan, the CEO at Al Sirhan Shoes, belongs to the latter category, as his journey through the realm of footwear has been nothing short of extraordinary. His story begins in West Africa in 1975, where he was practically raised in a shoe shop. Those formative years, spent assisting his parents in their daily business activities, became the wellspring of some of his most cherished childhood memories and inspirations. The notion of working in the world of shoes was sown deep into his heart.

With dreams of pursuing higher education, Fadi’s journey led him to the American University of Beirut, where he graduated in 1993. Yet, even amidst his studies, he couldn’t escape the gravitational pull of the shoe business. His dorm room at the university morphed into a shoe showroom, exemplifying his unwavering connection to the industry.

However, the political and economic climate in Lebanon at the time drove him to convince his family to expand their shoe business to Africa. It was a bold move, one that demonstrated both his entrepreneurial spirit and his commitment to his family’s legacy. Over six years, they worked tirelessly to build a firm foothold in this new territory.

Yet, fate had other plans. Political unrest in the region once again disrupted their operations. In June 1999, Fadi made a pivotal decision to chart a different course. He embarked on a professional career in the footwear industry, landing in Kuwait. This shift marked the genesis of a remarkable journey.

Below are the highlights of the interview:

Success in Footwear

Fadi Soufan’s career in the footwear industry has been nothing short of remarkable. Beginning as a buyer at Al Qatami, a prominent leader in the multi-brand footwear market, he quickly ascended to the role of brand manager at Al Yasra Fashion, specializing in franchise brands. His journey didn’t stop there, as he also assumed the role of Business Director before ultimately reaching his current position as the CEO of ALSIRHAN Shoes.

With 24 years of experience spanning Kuwait and other GCC markets, Fadi has gained a comprehensive understanding of the footwear industry. He has witnessed the industry’s evolution, from the ebb and flow of various brands and private concepts to the shift from street shopping to mall culture and the emergence of e-commerce. He has also navigated the dynamic changes in generations, catering to the diverse needs and preferences of Gen X, Gen Y, and Gen Z. Furthermore, his career has allowed him to adapt to shifts in culture and traditions.

Achieving Unprecedented Success

Established in 1935, this venerable company, now in its fourth generation of leadership under Ahmed Al Sirhan, faced a formidable challenge when trying to compete with the innovative business models of franchises. However, with the introduction of Fadi in 2015, a new era dawned. He masterminded a transformative strategy guided by a “GLOCAL” approach, complemented by a comprehensive rebranding initiative.

This visionary approach encompassed adopting an international design concept sourced from Sweden, curating a selection of the world’s finest international brands, and pioneering unique private-label developments. The result? A business architecture that stands unrivalled in the contemporary market. Today, they firmly reign as Kuwait’s industry leader, with unparalleled reach and influence.

And the journey doesn’t end here. The company is now on the brink of international expansion, extending its dominion to Qatar and soon to Saudi Arabia. Be part of their extraordinary success story and experience the unbeatable quality and innovation that define their legacy. Join them as they step into a bright and promising future.

Elevating Footwear Experience

In the world of shoes, there are often hidden challenges that make it a very interesting industry. From dealing with renting storage space in busy malls to the difficult job of balancing the sizes of different types of shoes, each season brings its own set of things to handle. Being successful in selling shoes requires special skills and ways of helping customers.

But at its core, footwear fulfils an essential need for every individual. Be it for work, school, meetings, travel, strolls, or runs—your shoes impact your comfort and well-being. This is where Fadi’s expertise truly shines, as he’s dedicated his career to providing customers with the utmost comfort. Loyalty is the cornerstone of his approach, and it significantly contributes to the success and profitability of each location.

Fadi’s journey is studded with achievements. He made a mark by introducing the ECCO and Comfort Zone concepts in Kuwait and the GCC, establishing market dominance with remarkable success metrics until 2014. In 2015, he took the helm at Al Sirhan Shoes and breathed new life into a small family-run business, catapulting it from trading 3 million USD in 2014 to an impressive 30 million USD by 2022.

In 2018, he acquired the struggling local footwear concept SBNY and orchestrated a remarkable turnaround, transforming it into one of the most triumphant concepts in Kuwait and Qatar today. Now, in 2023, he’s embarking on a thrilling new chapter, taking Al Sirhan Shoes beyond Kuwait’s borders. The journey begins with a successful foray into Qatar, with further expansions slated for Saudi Arabia and the UAE in 2024.

What truly sets Fadi and his team apart is their unwavering commitment to each other. Team loyalty transcends industry standards, ensuring that no one leaves their journey. The resignation rate is virtually non-existent. Their loyal customer base in Kuwait has grown exponentially, boasting an impressive 435,000 customers in 2023, up from a mere 14,000 in 2015.

Empowering Team

Fadi firmly believes that establishing the right work culture and assembling a cohesive team are the cornerstones of success. He knows that the collective decisions made by a team have a profound impact on the bottom line.

One of the standout strategies implemented during Fadi’s tenure at Al Sirhan Shoes was his unwavering commitment to staying intimately connected to all facets of the business. This included the front operations in the shops, the valued customers, the efficient back office, and the bustling warehouse. His game-changing decision to relinquish his office desk underscored this commitment, making him more agile and mobile than ever before. The absence of formalities allowed him to be where he was needed most—right there on the frontlines.

Ethics at Al Sirhan

With a strong focus on ethics and integrity, it is important for individuals to establish measures that uphold these values within their team and organization. Al Sirhan Shoes places a high priority on ethics and values in all aspects, from recruitment to terminations. By integrating these principles into daily operations, they ensure that there are no compromises. While they promote continuous learning and skill acquisition, any behaviours that cast doubt on ethical conduct are not tolerated.

Business Success Stories

When it comes to taking a business to the next level, examining real-life success stories can be incredibly beneficial. A remarkable example of this is the AL SIRHAN shoe concept. Initially, they had only 6 stores in Kuwait. However, their business experienced tremendous growth, and they currently operate an impressive 22 shops. Despite facing competition from similar businesses, it managed to stand out and achieve great success. Furthermore, it made an extraordinary move by transforming SBNY into a trendy sports boutique. The response from customers in Kuwait and Qatar was overwhelmingly positive, leading malls to express interest in hosting their shops. Expanding beyond Kuwait, AL SIRHAN ventured into other locations and excelled there as well. This expansion has had a significant impact on their business!

Vital Role in Team Focus and Motivation

In any company he works with, Fadi plays a crucial role in ensuring that his team remains completely focused and motivated in their daily tasks. He is dedicated to understanding and addressing the challenges faced by his team members at every level, providing support for their personal needs such as family matters, medical insurance, and education for their children.

Additionally, he actively assists them in clearing any pending tasks to maintain their focus on performance and growth. The importance of teamwork is emphasized through their distinct message, “TOGETHER WE CAN.” This message is particularly effective during their monthly business meetings, where all departments come together in an open forum to discuss challenges, celebrate successes, and plan for upcoming events. Fadi serves as the connector between departments, ensuring that everyone works together as one cohesive team towards a common goal.

Approach to a Friendly and Profitable Retail Environment

Fadi explains that within their retail organization, they strive to create a profitable yet friendly environment by utilizing their numerical skills. They acknowledge that the family-like atmosphere can sometimes become challenging for the team, including themselves, but they have implemented a strategy to bring everyone together. They emphasize the importance of unity within the team and separate it from the focus on performance. They have a culture that discourages blame and instead encourages individuals to take responsibility for their actions. Fadi mentions that if someone is capable of doing something, they should take the initiative to do it and then undergo a review process for any necessary corrections.

Dedication to Exceptional Customer Service

Customer service is mentioned as one of their passions. They ensure the highest standards of customer service are upheld by regularly visiting shops and spending quality time with the floor team to understand and experience their standards and service levels. They provide immediate feedback and coaching to improve performance. Al Sirhan Shoes has a clear service standard consisting of 6 steps, from correct positioning on the floor to providing an immediate welcome and ensuring proper closure. All team players and shop leaders go through training, coaching, and role plays to meet these standards. During peak seasons, even the company owner joins the sales team, wearing a sales uniform and spending quality time serving customers.

Power of Perseverance

Perseverance is often listed as one of their personal qualities. In their retail career, they faced a difficult situation when Al Sirhan Shoes acquired the SBNY concept in Kuwait. At the time, the performance of the shop was not covering the cost of rent. Despite trying various strategies that yielded no results, they persisted and decided to expand and invest in the concept. After careful determination and perseverance, they were able to find the right brand mix, ultimately transforming the business into a leader among their 27 shops today. This process took them a total of 18 months to achieve their current success.

Balancing Personal and Work Goals

Fadi understands the importance of striking a balance between personal and work goals. His strategy is simple yet effective. He makes it a point to attend all significant family events, particularly those related to school activities. Fridays are designated as family days, ensuring quality time with loved ones. He also carves out time for annual vacations and holiday celebrations.

For Fadi, the fundamental principle is clear: as long as his family is doing well, work is his top priority. When the call from his family comes, he doesn’t hesitate. This approach has proven to work remarkably well for him, allowing him to give equal attention to both his personal and work goals. It’s all about making the most of the precious moments with family while excelling in the professional arena.

Advice for Aspiring Entrepreneurs

Advising aspiring entrepreneurs, Fadi says, “Hard work; open mind to learn always; have a “LinkedIn” account to know what’s happening in the footwear world; Serve from your heart; know your product well; know the customers that will buy your products more; and focus on the customer purchase decision and occasions.”

Raving Testimonials

In his words, the only testimonials I have received so far have come from the company owners I worked with, my BONUS each year for the past 24 years. I am proud to get the highest possible annual BONUS in my career so far, and this extends to my team as well.