Our History

SULTAN- Your Neighbourhood Grocer

In 1976 Mr. Jamil Sultan founded PSC Supply, a division of The Petroleum Services Company, which eventually grew to be a major provider of supplies to the oil industry. It was here that the retail business began and evolved into the retail grocery business as we know it today. 

The Sultan Center Shuwaikh was the first self-service retail store in Kuwait when it opened in 1981. Several other stores followed shortly after, and Sultan soon established itself as ‘the’ place to shop in Kuwait. To this day, many in the community talk warmly about how they grew up with Sultan as the first provider of quality products, imported goods and fresh food from around the world. Surrounded in an environment of exemplary customer service, it’s from this foundation that Sultan grew its operations in four countries.

TODAY

The Sultan legacy proudly spans over 40 years, when it first launched its Kuwait flagship store in 1981. Recognized as Your Neighbourhood Grocer, its offering is a differentiated lifestyle consumer experience through its various concepts. A fixture in the community and much sought after by locals and expats in the region, Sultan is synonymous with promising the highest standards of quality. Keeping pace with consumer trends, Sultan offers the most sought-after worldwide products and innovative partnerships and is one of the largest retailers serving millions. With customer excellence driving the brand value proposition, the company operates supermarkets in; Kuwait, Bahrain, Oman, and Jordan with a network spanning over 70 stores in the Middle East.



Our Concepts

SULTAN- Your Neighbourhood Grocer

These stores hold the promise of being iconic destinations consumers choose because of the pleasurable ambiance and shopping experience. A delight for the senses, the stores offer attractive fresh food displays, and distinct decor that catches the eye. We invite customers to wander and spend time picking their favourite items or come to explore the exclusive and new imports from around the world. As a destination shopping experience, we appeal to customers to explore the quality items at reasonable prices through a variety of choices as far as the eye can see. Creating family memories and moments in the Sultan concept is the goal that meets the neighbourhood needs at every lifestyle stage of our customers.

FRESH    ll    LIFESTYLE    ll    EXCLUSIVE

 

SULTAN MARKET- Your Choice For Value

Keeping in mind that we have a large community of diverse cultures and backgrounds, the Sultan Market elevates the shopping experience through a value-focused customer journey. The aim is to invite our customers and bring them together to shop in large-scale stores that offer an assortment of ethnic ranges for all their household needs. Everywhere a shopper may browse, they will find easy access to fresh foods, see the latest assortment of products, and enjoy eye-catching displays. The Sultan Market promises an experience that builds on community, with quality a top priority, in a friendly and attractive environment. The customer at Sultan Market is in their element, making a choice for value.

WIDE RANGE    ll    PROMOTIONS    ll    ETHNIC

 

SULTAN EXPRESS-Your Quick-Stop Shop

The trendiest setting for our Sultan Express stores is all about attracting customers who are on the go. Catering to busy lifestyles and shoppers in working environments, a customer choosing an express store chooses time and convenience. Sultan Express is abundantly located for these modern consumers to shop quickly, finding essential items on their route or close to home. A young, up-and-coming age group that understands how to experience products in unique environments, we spoil them for choice with delicious coffee corners and healthy essentials. We also cater to their fresh foods needs and snack cravings. Creating an atmosphere that is both fun and stylish, customers are always delighted when choosing their quick-stop shop at a Sultan Express.

ON-THE-GO    ll    SNACKING    ll    TRENDY

 

E-COMMERCE-Convenience At Your Fingertips

With our E-commerce, we answer the needs of a dynamic consumer that shops online for most of their goods. The Online experience offers a wide range of selections on all customer purchases without leaving the comfort of their home. An intuitive, user-friendly experience awaits the customers by browsing through lifestyle tags, and exclusive products that are delivered on time. Sultan E-commerce offers the freedom for our customers to shop from an extensive choice that covers every possibility. Optimized to browse from the widest choice of fresh foods, home shopping, ethnic ranges, promotions, conveniently anytime anywhere, the online experience is sure to satisfy our customer’s every need.

WIDE CHOICE    ll    ON TIME    ll    CONVENIENT

   

Our Purpose & Value

OUR VISION

To be the Premier Retailer for Consumers


OUR MISSION

To offer uncompromising product quality, service culture excellence, and dynamic retail experiences that meet and exceed the demands of varied consumer lifestyles


Our Core Values Are

The values of any organization begin with its people, and at Sultan we place particular emphasis in developing our employees to embody and to live by those values. Key elements of this ethos, and the essence of how we conduct ourselves is through:


CARE

Caring is the bedrock of performance excellence

  • Means we are emotionally and professionally invested in our own, and each other’s performance.
  • Is that we are a team that serves our customer and each other to ensure the success of the wider business.
  • Is to listen and closely observe how we own, refine, and improve the customer experience.
  • Is to help the Sultan community see our team members as equals and treat them with dignity and respect.
  • Is knowing that you are a valued employee and that your voice is heard.


EXCELLENCE

Excellence is an attitude

  • Means accountability to ourselves, our colleagues, our customers, and Sultan.
  • Comes from striving every day to refine and improve every aspect of the work we do.
  • Is never stopping to ask the questions of ourselves “how can we do better”
  • Is cultivating a culture of growth be offering a helping hand.


PRIDE

Pride is the belief in ourselves, our colleagues, and the quality of our customer offer

  • Is reflecting a common sense of ownership for the performance of the businesss, and celebrating each other achievements.
  • Is binding us together as a community devoted to shared goals.
  • Is how we present ourselves as ambassadors of the Sultan brand.
  • Is understanding that I have been given an opportunity and a responsibility to give the best of myself to others.


TRUST

Trust is the basis of enduring customer relationships

  • Is the basis of enduring customer and employee relationships; it is the reflection of faith we have in our colleagues and the faith they have in us.
  • Is the foundation of great teamwork and service to our valued customers.
  • Is valuing the opinion of each other and our customers to improve and innovate.
  • Is believing in each other, speaking the truth constantly in a positive manner where integrity is at the core.