National Holding established Rise General Trading in 2009 to become one of the UAE’s dominant trading and retailing operators. The company is actively creating initiatives and business opportunities with many brands, aiming to become a leading partner for global brands in the Middle East.

The Rise owned and managed portfolio covers food services, telecommunication products, medical equipment, wearable technology and innovative retail technology and security solutions. Rise is also developing partnerships and joint ventures with more leading multinational companies, in order to strengthen its materials business throughout the entire trade chain, with production, distribution, retail and international franchise operations.