Through an aggressive acquisition policy, Bin Hendi Enterprises acquired American Eastern Dubai LLC in 1998, in the process entering into the business of importing and marketing a wide range of consumer brands in cosmetics, eyewear, baby foods, electronics and other household goods.

The sales force distributes these products, which include famous brands such as Jolen Bleach Crème, Dieterba Baby Foods, Texas Instruments calculators and others, through a retailer population of over 1000 accounts.