Gebr. Heinemann names Bernard Schlafstein as CEO Middle East Africa; Dubai office becomes regional headquarters

MIDDLE EAST & AFRICA. Gebr. Heinemann has officially elevated its Dubai office – operational since September 2023 – to the status of a regional headquarters and named Bernard Schlafstein as CEO of Heinemann Middle East Africa (MEA).

The move, said the retailer, enhances its focus on and commitment to the MEA region.

“With this upgrade to a regional headquarter and the appointment of Bernard Schlafstein as CEO, we are sending a strong signal to the MEA region,” said Gebr. Heinemann Chief Sales Officer Florian Seidel. “Bernard brings extensive expertise and deep knowledge of the market. As Director Sales MEA, he has already been a driving force in shaping our regional success.”

Dubai was chosen as the regional base as around 70% of Gebr. Heinemann’s current and potential partners in Africa are headquartered there, and the city is a leading commercial and logistical hub in the wider MEA region.

“Dubai is our gateway to a diverse and fast-growing part of the world,” said Bernard Schlafstein. “Having a strong presence here allows us to better understand local market dynamics, respond more quickly to customer needs, and deepen our partnerships on the ground.”

Stronger supply chain

In parallel with the new headquarters, Gebr. Heinemann is also enhancing its supply chain in the region. A transit warehouse in Dubai already supports direct delivery to the Saudi Arabian market – bypassing the company’s distribution centers in Germany.

A further step will follow in 2026 with the establishment of a MEA Logistics Hub in Istanbul, designed to serve the entire region more efficiently. “Regional logistics are key to faster delivery times, greater flexibility and a more curated product range for travellers,” Schlafstein added.

The Dubai office completes Gebr. Heinemann’s trio of global hubs, alongside Heinemann Americas in Miami and Heinemann Asia Pacific in Singapore.

The company said its regionalisation approach reflects a broader strategy to combine global expertise with local insight.

“As a family-owned business, we believe long-term relationships and trust are the foundation of success. Having a physical presence in the region allows us to build and nurture those partnerships,” said Schlafstein.