The company distributes "New General", a company-owned brand of commercial and household appliances like refrigerators, freezers, showcase chillers, commercial stainless chillers, commercial heavy duty gas cookers, water coolers, A/C's, washing machine, vacuum cleaner, electric and gas cooking range, and all kinds of safes. New General – with quality slogan, "Mark of Distinction and Quality" is widely distributed almost 200 dealers and retailers in the UAE. It has established its own niche of loyal clientele not only in domestic market, but also gaining market presence in the GCC, Middle East and Africa.

“Masterchef” is a full range of heavy duty kitchen, restaurant and hotel commercial appliances imported from South Korea, Thailand, Italy and other European countries. “Masterchef” brand name is owned by Al Massam. Al Massam also owns “Yamada” a Japanese brand of Fire Proof Safes. The company offers the widest range of Safes features – such as Keys, Combination, Digital, Finger Print, Biometric models for Fire-Proof, Burglar-Proof.

As Wholesaler and Retailer, the company supplies a high quality brand from Japan, America, Europe, Korea, Thailand, etc. The company is persistent in developing a high quality brands therefore, Almassam Distribution created qualification and standards for the brands they own to ensure quality of products.

Products also have to pass the highest international quality standards like ISO: 2001, UL, CE, TUV-GS, CB, CCC, GOST, RoHS, and SAA including ESMA certifications. Al Massam is also a TEJARI accredited Supplier and Distributor to Government owned Entities and Ministries.

The Al Massam owns 3 brands, widely distributed in the local market: NEW GENERAL, MASTERCHEF AND YAMADA. Our local and international brands:

Domestic Household Appliances, Electronics, Safes, Refrigeration and Air-conditioners:New General, Masterchef, Yamada, Nikai,Aftron, Supra, Super General, Venus, Westpoint, Cooline, MDV,Nobel, Technoflame, Hitachi, Toshiba, LG, Panasonic, Sony, Sanyo, Siemens, Philips, Frigidaire, GE, White-Westinghouse, Indesit, Ariston, Akai, Glemgas, Rinnai, Daewoo, Gree, Karcher, Moulinex, Bompani.

Commercial Refrigeration and Air Conditioners:O General, Carrier, York, Trane, Daikin, Samsung, Hitachi, Panasonic, Sanyo, SKM

Commercial and Professional Kitchen, Restaurant, Hotel, Catering Equipment: Masterchef, Hamilton Beach, Santos, Modular, Rational, Blendtec, Omega, Cino, Ariston, FAMA, Karcher, Diamond, Fagor, Scotsman, Robot Coupe, La Spaziale, Saeco, Ozti, Hobart, JTC, Bravilor,