ASOS is committed to providing customers with high-quality products and services through well-trained, qualified staff and effective processes, representing local and foreign manufacturers, service companies, mills and suppliers.

To be a premier conglomerate recognised as a destination of high-quality products, superior services and customer care, bridging the gap within well-development and stable markets.

At the heart of our work is a firm belief that ideas can effect change, especially when approached with creativity. We identify, improvise, and invest in ideas that offer sustainable growth for all our stakeholders across the business lifecycle. To this end, we concentrate on areas where we not only contribute but also add significant value. Moreover, we cherish our heritage and demonstrate an unwavering commitment to preserving it.

Established in 1979 in Abu Dhabi, Ali & Sons Holding LLC quickly transformed from its humble beginnings into a multi-faceted conglomerate, rebranding as Ali &Sons Holding LLC. Spearheaded by H.E. Ali bin Khalfan Al Mutawa Al Dhaheri, theFounder and Chairman of The Family Council, the group ventured into diverse sectors of the local market. Ali & Sons has marked its dominance in areas like Automotive, Oil & Gas, Contracting, and more. Partnering with global powerhouses like Porsche, Volkswagen, and Audi, it also promotes its own successful brands, such as Amwaj Jewellery and Eurostar Rent A Car, leveraging the group's commitment to quality and excellence.