Simply,

Your smart choice!

Countries
54
Product line
1636
Brands
100
Thousand of products

Price promise brand guarantee

Experience true business

Across multi business sectors

106
Every great dream begins with a dreamer

It is strength, patience and passion that convert dreams to miracles

Further growth

The results we’ve shared for this year show that we are firmly on track and delivering on our commitments as we position our business for further growth and are excited by the opportunities ahead.

Colleagues at year end
790
Group revenue (millions)
1,297
Operating profit (millions)
428
Net Profit (millions)
312
Dividend per share
3,204
More key figures
ROCE
Gross profit ratio
Net profit /sales
Revenue by geographic location

Africa

45.00%

Americas

14.20%

Europe

12.90%

Others

28.90%

Our business was built with a simple mission

To simply be, our customers smart choice

Customers want great products at great value which they can buy easily and it’s our job to deliver this in the right way for them.
As a business, serving customers is at the heart of everything we do – from colleagues in our offices to those of us in supporting roles.
With our customers’ needs in mind, in all that we offer, always our aim is to offer best value prices and an excellent mix of products and services to all sort of industries
In approaching our goals we are always guided by our four bases of principles: Values, Service, integrity, and striving for excellence

In approaching our goals we are always guided

By our four bases of principles

Values
We don’t just have mission statements, values and promises that are written somewhere and left to gather dust. We live and breathe them. As you’ve already seen, our core purpose is to “Simply, be our customer best choice”.
And as you’ll soon discover, we do this through our values. These describe what we stand for and how we work or can be more simply described as “how we do things round here”. We work in an environment that is based on trust and respect and we know that motivated staff will give our customers great service.
By truly living our values, we create a great place to work and one where we deliver great customer satisfaction. In addition to ‘Simply the Smart Choice, we also have our own set of Customer Promises that determine how we treat our customers; Our aim is to try harder for our customers than anyone else and to treat them as we would like to be treated.
Service to our customers
Our customers are why we’re here. We do our best every day to provide the greatest possible level of service and in keeping our customers our first priority.
Integrity
Our basic beliefs are built on a foundation of integrity — our values of honesty, fairness and objectivity guide how we apply these beliefs. In other words, we strive to:
  • Be honest by telling the truth and keeping our words.
  • Be fair by using our business influence appropriately and creating an open environment for our customers raising questions and concerns.
  • Be objective by making decisions based on our customers interests, rather than ours.
Striving for Excellence
The key to our success is constantly looking for ways to improve ourselves and improve our business. We strive to lead not just our industry, but also each other to the next level of success. But how do we strive for excellence?
  • We innovate by trying new ways of doing things and improving every day.
  • We model a positive example as we pursue high expectations.

For over 100 years,

We have been providing our clients the resources and support to help them achieve their business goals.

Champions
Our vision is to become the global champion in serving our customers.
  • We commit to doing everything we can to meet our customers’ needs.
  • Flexibility regarding minimum orders and order frequency.
  • Easy ordering system.
Strategy
Our customers are at the heart of our strategy, the focus of our vision, and one of our values.
  • Price updates and supplies level.
  • Marketing support with Miracle branding.
  • Payment terms to suit all.
  • Easy to follow processes.

Customers by Industry

  • Airlines
  • Automobile outlets
  • Building material outlet
  • Clinics
  • Commodity traders
  • Computing outlets
  • Constructers
  • Electrical outlets
  • Farmers
  • General merchant
  • Governments
  • Groceries
  • Hospitals
  • Hotels
  • Pharmacies
  • Producers
  • Restaurants
  • Retailers
  • Stationaries
  • Toy outlets
  • Wholesalers
  • And more

In order for our business to progress and grow,

We need a healthy relationship with our suppliers and in order to work effectively with us, you’ll need to understand our strategic objectives and our company culture.
Part of our strategy is the need for a responsible, effective supplier base. This means we expect a lot from our supplier and ourselves.
A healthy relationship involves high levels of challenge as well as high levels of collaboration, effectively growing the business for both parties.
While threated with respect we will maintain our role in challenging you to support our purpose: To make goods and services more affordable for our customers.
What we do for our suppliers:
  • We commit doing everything we can to ensure a product sells.
  • Flexibility regarding minimum orders
  • Order frequency.
  • Easy ordering system
  • Advice on electronic ordering, marketing and technical issues.
  • Payment terms to suit all.
  • Easy to follow processes.

Our Mission, Purpose and Being first for our customers

whilst still maintaining our focus on great value to the customer.
Our Mission is
“To provide best value to our customers – always!” What do we mean by best value? Right specification at the right price.
Our purpose
Is to make goods and services more affordable and accessible for our customers.
Being first for Customers
“Everything we do is focused on putting our customers first. If the customer does not benefit from an action, we will not do it. Our global procurement and sourcing team main role is in making sure that we are first for customers
Central to delivery of our formula for growth is a responsible, effective supplier base, we expect that you will work with us to deliver great quality products at amazingly low prices for customers, whilst maintaining the ethical standards we require.
Private labelling
Miracle, VitaMore, Hawraa, You&Me, MagicMoments are some of the private Labels that extend across the whole range of products that we offer from Food & Beverages, Electrical appliances, Medical products and others.
We work closely with our Suppliers to form strategic relationships to deliver our own private label and present incredible value to our customers. Product safety, quality,price and consistency are our highest priority.

How to become part of our suppliers base

We are delighted to have you part of our continuing journey and our suppliers base

First
You need to have agreed with MIRACLE DREAMS GROUP that you will supply goods to us. Once you have done this, you will receive the supplier set-up pack to complete.
This requires you to send us certain information, such as a template for invoices, your bank details, contract and other relevant information and data.
Secondly
You will receive from us a supplier/vendor number which will allow you to access accounts, stock levels and other relevant information related to the supplies we receive from you, such as:
  • How do I get paid.
  • Account Management.
  • How to sell more products.
  • Our purchases latest news and updates.

Human and enviromental safety of our products

Is an absolute priority for our group, European Union regulations and the laws of the countries where our products are sold are our starting point for developing safe products.
SEAC
We have a long-established Safety and Environmental Assurance Centre (SEAC) which assesses and assures the human, environmental and occupational safety of our operations and our products. Teams of specialised experts operates strictly independently of commercial consideration
Assessment
We assess all new formulations and all changes to products to make sure they are safe for you to use and for the environment. All relevant medical, cosmetics, personal care products along with any product we produce for children undergo specific assessment for children under the age of three.
safety
The welfare of vulnerable members of the population, such as the very young, old or infirm, is also considered by including agreed safety factors within the risk assessment. Likely in-use scenarios are assessed for safety before we determine that a product is appropriate for the mass market.
What we mean by being safe
To be absolutely clear what we mean by safety, it is important to differentiate between hazard and risk.Potential hazards are all around us, every day. Even a child’s toy can be a hazard, if left at the top of the stairs where someone could trip over it.
Therefore, safety is mostly about minimizing risk (tidying the toy away), rather than trying to remove every potential hazard from our lives (throwing away all toys). This is particularly relevant for selecting ingredients and using them at the right levels to be both safe and effective. For example, did you know that apple seeds contain cyanide to protect them against insects? We all know that cyanide can kill, but as we are not as small as insects so the amount of cyanide in an apple does us no harm at all. In other words, this hazardous ingredient in the apple poses no risk at all to us.
This is why, when we say a product is safe, we say it is safe for its intended use. We apply very rigorous risk assessments to make sure all our products are safe for you to use every day. Yet, it is still important that you read the label and follow the directions for use, including advice like keeping a product out of reach of children. If you have read the label and you still have questions, please contact our consumer service department that you will find on all our product labels or on the contact Section on our site.

Choosing ingredients

Our goal is to develop our products using the best possible combination of ingredients

To deliver the qualities and benefits our consumers’ want, while meeting or exceeding our internal safety and environmental standards and complying with all regulations.
Miracle Dreams Group formulation chemists use only internationally approved ingredients and our long experience enables us to apply rigorous internal safety standards which are sometimes higher than those set by the regulations. For example, we have a policy on the use of ingredients known to cause allergic reactions.
These ingredients often perform important functions in a product but where there are no alternatives we try to limit their use to where the benefit is significant for the consumer and keep the amounts we use low enough to minimize any problems. Select “Allergies” from the Product safety section to read more on this topic.
Understanding ingredients lists
To ensure consistency, manufacturers have a standard way of identifying ingredients, which is called the INCI system. INCI stands for the International Nomenclature of Cosmetic Ingredients. Unfortunately, this means that lists of ingredients can look daunting to everyone except the chemists who work with them – even for the simplest of ingredients like salt (called sodium chloride) and water (aqua). But a consistent approach to identifying ingredients allows you to easily compare the products you buy – where-ever you are.

Ingredient functions

Attached is a list of some of the ingredients we use in some of our products and their definitions and functions.

Abrasive:
Aids the removal of a variety of soils/stains through mechanical action.
Absorbent:
Absorbs water or other substances.
Additive:
Ensures desirable product properties.
Adhesive:
Substances that bind surfaces to each other.
Alkalinity Source:
Increases the alkalinity of the product to aid dissolution of dirt.
Anticaking Agent:
Prevents the formation of lumps in the product.
Antidandruff Agent:
Controls dandruff.
Antifoaming Agent:
Suppresses the formation of excess foam during production and/or consumer use.
Antimicrobial Agent:
Added to cosmetic products to help reduce the activities of micro-organisms on the skin or body.
Antioxidant:
Inhibits the product reacting with oxygen, which can cause product spoilage.
Antiperspirant Agent:
The active component that reduces perspiration.
Anti-Redeposition Agent:
Prevents dirt in the wash solution being re-deposited on the clothes.
Antistatic Agent:
Prevents static charges on human surfaces e.g. skin/hair or on clothes.
Astringent:
Induces a tightening or a tingling sensation on the skin.
Binder:
Substances which provide adhesive properties so that the solids stick together e.g tablets, eye shadow.
Bleach Catalyst:
Boosts the performance of the bleach component, and making it effective at lower temperatures.
Bleach Precursor:
Reacts in the wash to form a bleaching substance.
Botanicals:
Ingredients derived from plants e.g. Aloe Vera.
Buffering Agent:
Adjusts or stabilizes the acidity/alkalinity of a product.
Builder:
Reduces the effect of water hardness by binding calcium and magnesium ions.
Bulking Agent:
Increases the volume of a product through dilution, so that it can be applied at the correct concentration.
Colorant:
Colors the skin/hair and/or the product.
Cooling Agent:
Makes the skin feel cooler.
Corrosion Inhibitor:
Prevents corrosion of the packaging.
Denaturant:
Makes an alcohol-containing product taste very bitter, rendering it unpalatable.
Deodorant Agent:
Reduces or masks unpleasant body odors.
Dye Transfer Inhibitor:
Helps prevent “free dye” in the wash water being re-deposited on the clothes.
Emulsifier:
Used in small quantities that help to form or stabilize immiscible liquids in an emulsion.
Emulsion Stabilizer:
Improves stability of an emulsion and increases shelf life of product.
Enzyme:
Specialist ingredients which remove specific types of stains at lower temperatures e.g. fats, egg, blood.
Enzyme Stabilizer:
Prevents deactivation of enzymes in liquid detergents.
Evaporation Aid:
Helps the product dry faster after application.
Exfoliating Agent:
Helps remove dead skin cells from the surface.
Fabric Conditioner:
Agent Softens/conditions the fabric.
Fabric Lubricating Agent:
Lubricates the fibers of the fabrics and gives benefits such as making ironing easier.
Film Former:
Makes product form a uniform film when applied to a surface.
Fixing Agent:
Maintains the hold/shape of a hair style.
Flavor:
Improve the taste of oral hygiene and lipstick products.
Fragrance:
Makes the product smell nice in the packaging and during use.
Hair Conditioning Agent:
Enhances the appearance and texture of the hair and facilitates styling. Conditioning agents will also improve gloss, sheen and texture of damaged hair.
Hair – Waving/Straightening Agent:
Modifies hair fibers to facilitate configurational changes.
Humectant:
Holds/retains water in the product, and/or increases the moisture content in the top layers of the skin.
Hydrotrope:
Increases the solubility of the detergent in the product.
Opacifier:
Reduces the transparency/translucency of a product, may give a pearly appearance.
Optical Brightener:
Makes products or washed fabrics look brighter and whiter.
Oral Care Agent:
Provides e.g. Cleansing, deodorizing and protection to the oral cavity.
Oxidizing Agent:
In detergents stains are removed by oxidation (bleaching). In cosmetics they are used to remove hair colorants or stabilize the hair after perming.
Pearlescer:
Gives sheen to a liquid, which can be seen as flow lines when poured.
pH Adjuster:
Adjusts the acidity/alkalinity of products.
Plasticizer:
Reduces brittleness and modifies flow properties.
Preservative:
Protects products from microbial growth and spoilage from accidental contamination by the consumer during use.
Process by-product:
Produced as a technically unavoidable result of the manufacturing process.
Propellant:
Delivers the product from an aerosol.
Reducing Agent:
Changes the chemical nature of another substance by adding hydrogen or removing oxygen.
Regeneration Salt:
Regenerates the water softener in a machine dishwasher.
Sequestrant:
Prevents free metal ions from causing any adverse effects on product performance, appearance, or stability by reacting with them.
Skin Conditioning Agent:
Help to keep the skin soft, smooth, pliable and healthy looking.
Skin Lightening Agent:
Lightens the shade of the skin.
Skin Protectant:
Protects the skin from the influences of the external environment.
Slip Modifier:
Enhances the physical flow characteristics of the product.
Softness Extender:
Improves the effectiveness of a softening agent.
Solubiliser:
Improves the solubility of one or more product ingredients.
Solvent:
Dissolves other ingredients/materials.
Spray Modifier:
Modifies the spray characteristics of a spray.
Stabilizing Agent:
Maintains ingredient or formulation stability.
Structurant:
Gives form or shape to final products.
Sunscreen Agent:
Filters out harmful UV rays.
Surface Modifiers:
Change the physical characteristics of the surface.
Surfactant:
Changes the surface tension of water to assist cleansing, wetting surfaces, foaming and emulsifying (the suspension of one liquid evenly within another).
Suspending Agent:
Aids the even dispersal of a solid within a liquid.
Sweetener:
Makes dental products taste sweeter.
Tablet Disintegrant:
Makes the tablet disintegrate faster so that the active ingredients are working immediately.
UV Absorber:
Filters UV rays to protect the product or skin/hair from UV damage.
Viscosity Controlling Agent:
Controls the thickness of the product.

Allergies

All substances, natural and synthetic, have the potential to cause an allergic reaction in a small number of people due to a particular sensitivity.

Our expertise means we can use these ingredients at levels even lower than is legally defined, in order to further reduce the risk of allergic reactions.
If you know that you, or someone in your family, is sensitive or allergic to a particular substance, these web pages will help you avoid products that contain it and choose something else instead.
If you should experience any adverse effect with any product – whether it is a household product, or a cosmetic or personal care product, or even food – the advice is always to stop using the product immediately. Problems related to allergy are usually entirely reversible. If you are in doubt about an allergy, contact your doctor who can help you identify if you are allergic to a particular ingredient, and you can then take steps to avoid that ingredient.
Preservatives
When you buy a product, you have high expectations of quality. For MIRACLE DREAMS Group, this means that any product has to be both effective and safe to use for the entire time that it stays in the home. To ensure this quality over time, preservatives are often required. We follow strict guidelines regarding product quality, meaning that spoilage is highly unlikely in our products.
Preservatives rely on their chemical reactivity to work – and it is this chemical reactivity that gives some the potential to cause a reaction in people who are allergic to them.
Our risk assessment approach determines maximum levels that are acceptable for each preservative. Careful combining of these ingredients in a formulation allows us to use extremely low levels of each single preservative while still being sure about the quality and safety of a product.
Fragrances
All our research shows an overwhelming demand for fragranced products. We know that perfume gives a product important characteristics, and can reassure users that the product is really working – for example, many people love perfumed fabric softeners to complement the clean smell of newly washed clothes.
However, a very small number of people show sensitivity or an allergic reaction to some fragrance ingredients, both natural oils and synthetic compounds. We limit the compounds we use even more tightly than is required by the regulations: of some 2,500 that are permissible to use, we only select from about 500 to create our fragrances. As with all our ingredients, fragrances undergo risk assessments to establish safe levels for use in our products to minimize adverse reactions to fragrances.
Contacts
Miracle Dreams (UK)
Ballasalla, Isle of Man
IM9 2RY, UK
Miracle Dreams Group Ltd
26 Ecowas Ave
Banjul, GM
Miracle Dreams (Trd&Inv)Group
Ahmed Tabbara street
Beirut, LB

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