A Muscat-born distributor with a global pedigree.
Al Reef was established in 1992 to bring trusted international and regional FMCG brands to Omani consumers. Today, we are part of the Choithrams Group — and one of the Sultanate's leading distribution companies.
Three decades. Forty brands. Four thousand customers.
Established in 1992, Al Reef has successfully evolved into one of the leading distribution companies in Oman, catering to retail, food service and wholesale sectors. Al Reef Oman is a part of the UAE-based business conglomerate Choithrams, whose business interests span the globe. It was in the 1970s that Choithrams came to the Emirates, and since then the supermarkets have found locations across the Gulf — Oman, Bahrain and Qatar included.
Al Reef has been a pioneer in introducing more than 40+ renowned international and regional consumer brands which occupy leadership positions and significant market shares in their respective categories.
Our wide-ranging portfolio is backed by a network of reputed suppliers across the world, combined with a professional, world-class approach to sales, marketing and customer service — giving us a leading edge in Oman's distribution space.
The four things we never compromise on.
Quality, uncompromised
We are committed to provide brands of outstanding quality and economy that improve the lives of consumers in Oman.
Cold-chain discipline
From -18°C frozen lines to chilled dairy, we invest in temperature-controlled vehicles and training to keep quality intact.
Coverage you can plan around
Corporate HQ, two central DCs in Muscat, four regional sales offices and remote connectivity across the Sultanate — 48-hour delivery, nationwide.
Partner-first mindset
We build strong, trustworthy and long-lasting relationships with each principal — joint planning, brand building and category development.
From a single Muscat office to nationwide reach.
- Stage 011944
T. Choithram & Sons is founded
The parent group is established in Sierra Leone, West Africa — laying the foundation for an international network across Europe, North America, Africa and the Gulf.
- Stage 021970s
Choithrams arrives in the Gulf
Choithrams brings 70 years of international expertise to the Emirates, then expands across Oman, Bahrain and Qatar with supermarkets and distribution.
- Stage 031992
Al Reef is founded in Oman
Established as the Choithrams Group's FMCG distribution arm in the Sultanate — serving retail, food services and wholesale sectors.
- Stage 04Today
40+ brands, 4,000+ customers
Corporate office and two central DCs in Muscat (Ghala & Darsait), four regional sales offices (Sohar, Salalah, Nizwa, Sur), a 200-strong team and 40+ temperature-controlled vehicles deliver nationwide within 48 hours.
Built to reach every governorate.
With a corporate office and two central distribution centres in Muscat, and four regional sales offices across the country, our team and fleet deliver within 48 hours — even to remote markets like Al Buraimi.
Muscat — Ghala
Corporate office and primary warehousing hub.
Muscat — Darsait
Secondary distribution centre serving the Capital region.
Sohar
Coverage for the Al Batinah North governorate.
Salalah
Coverage for the Dhofar governorate and the south.
Nizwa
Coverage for the Ad Dakhiliyah interior region.
Sur
Coverage for Ash Sharqiyah and the eastern coast.
Al Buraimi
Last-mile reach to the Al Buraimi & border region.