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A D I V I S I O N O F A L M U L L A G R O U P

28th FLOOR PRIME TOWER INFO@54EAST.COM

PO BOX 98811 DUBAI UAE WWW.54EAST.COM

© 2017 v1

“Feeding your lifestyle” ™

INDEX

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1 CORPORATE PROFILE 3

2 OUR STORY 4

3 OUR CORE VALUES 5

4 VISION & MISSION 6

5 ALMULLA LEGACY 7

6 PROFILE - FOUDER DIRECTOR 8

7 BUSINESS PRINCIPLES 9

9 MIDDLE EAST & NORTH AFRICA MARKETS 10

10 CREATES BUSINESS OPPORTUNITIES 11

11 DIVISIONS 13

12 BRANDS 17

13 AFFILIATES 21

CORPORATE PROFILE

54° East is a holding company with a wide range of interests, and experience across the Food & Beverage spectrum in the MENA region. Ever since the company’s formation in 2008, 54° East has strategically expanded its portfolio to include a chain of restaurants and co�ee hubs along with Food truck franchises.

The name, 54° East, cleverly represents the longitude of Dubai, the headquarters of the corporation. This dynamic city is well-suited for the company’s forward-thinking and fast-paced attitude. The identity is a bold mark with a smart usage of Dubai’s famous buildings within the image. It suggests the cityscape of Dubai and cleverly introduces the skyline within the fork suggesting a modern, cosmopolitan Food & Beverage organization. The logo and name together immediately convey the company’s focus on cosmopolitan restaurants that serve a modern cuisine.

54° East has always been on the forefront to explore underdeveloped opportunities by adopting innovative solution leading to improvement in the overall food industry.

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OUR STORY

AWARDS

At 54° East, we never stop searching for inventive ways to serve our customers, provide opportunities for our associates, and grow our business.

Our strategic priorities are designed to ensure we create value and build sustainable business for the long term, which determine how our global businesses, geographical regions and functions interact. This allows us to use our business skills in the way we manage partnerships: we want to run proactive, long- term projects with defined objective. We strive to create niche through innovation.

UAE Ambassador Middle East & North Africa Franchise Association

Entrepreneur of the Year 2015

Abu Dhabi Industry Award 2009

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Our core value makes us who we are. As we change and grow,

the beliefs that are most important to us stay the same putting

people first, pursuing excellence, embracing change, acting

with integrity, and serving our world.

OUR CORE VALUES

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Progressive global company

Forefront in Innovation

MISSION

VISION

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PROFILE - Founder DirectorEmerged a visionary female Emirati based entrepreneur

Rafia is graduate of the Hospitality Management Program at Cornell University's School of Hotel Administration. Also holding a Bachelor's Degree in Business Administration in Real Estate Management and a Higher Diploma in Marketing, she continues this ventrepreneurial spirit by expanding the family legacy into developing a dynamic and global business Enterprise.

Managing Board Member at Dubai Chambers Youth Council. UAE Ambassador of the Middle East and North Africa Franchise Association & member of Dubai Business Women Council. She has created a reputation as a pioneer by successfully developing a niche within the ultra competitive Hospitality industry that serves a modern, cosmopolitan and well- travelled clientele.

Her enterprise was birthed with the launch of the first yogurt store concept in the MENA region year of 2008, which was the first and largest chain in the UAE; developed to 22 units in 18 months by age of 19 and in key locations such as Atlantis, and with other international agreements with an acquisition in 2010. She currently continues to advancedly expand and build on 54º East portfolio of robust brands including latest initiatied projects by 54º East: Roundup the largest business solution on wheels, servicing a one stop shop for all business service automative industry in the GCC with CAGR of 91% and Worldwide automative distribution rights operating from 6+ international factories.. Further AlMulla Capital and ATE platforms targeting the acquisition and establishment of small to medium size enterprises and several ecommerce and application development projects.

By obtaining brands that are both franchised and developed by the corporation itself, Rafia has positioned her enterprise as a forward-thinking and fast moving company. She has successfully capitalized on the strength of each individual brand to create a synergy throughout her entire company. She has seen such success in her enterprise because of her ability to study trends and develop new concepts and new lifestyle brands for an array of significant product and service categories

Entrepreneur profile

Strong management expertise

Successful track record

Proprietary Relationships

Top class background

Ra�a AlMulla

CEO & Founder: 54º East

Director: ATE Limited

Board Member: Dubai Chamber

HEALTHCAREHOSPITALITY BEVERAGES

ALMULLA LEGACY

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The first bank (Dubai National Bank) The first power plant (Dubai Electric Company) The first Dubai Telephone Company (Etisalat) The first insurance provider (Dubai Insurance Company)

AlMulla Group has built a business portfolio in response to - and in support of - the opportunities created by the visionary leadership of the Ruler and Government of Dubai, in diversifying the Emirate’s economy.

The AlMulla family has a long, rich business history in the UAE and have played a pioneering role in the development of trade and business life of Dubai. Its deep heritage rooted to the early thirties. For decades, this prominent family was a major player in the development of Dubai as a commercial city by establishing the first “fundamental” economic activities, maintaining a leadership position in the hotelier and hospitality industry.

As western markets continue to face economic crises and forecast limited growth, many food and beverage businesses are starting to explore opportu-nities in emerging markets. According to Deloitte, 62 per cent of executives in the food and beverage sector in the UK consider access to new market as the main opportunity for growth. UK exports of food and non alcoholic drinks to just the UAE and Saudi Arabia totaled

USD 360m in 2011, a 31 per cent growth from 2010. Across the GCC there has been a general upward trend in population and income per capita resulting in higher growth in the food and beverage sector. The main operators in the food and beverage sector are family owned conglomerates.

The main players in the retail food and beverage market are Saudi Arabia, UAE and Kuwait. According to CBRE, the UAE, Saudi Arabia and Kuwait are among the world’s most attractive markets for global retailers. Approximately 53.1 per cent of leading retail brands have a foothold in the UAE (primarily Dubai), coming second place after the UK and a higher ratio than that seen in the US, China and Hong Kong.

About 41.1 per cent have a presence in Saudi Arabia, while 40.2 per cent have expanded into Kuwait. Almost all are franchised, in deals that have turned family owned businesses into retail giants.

Within the GCC there is a strong focus on value for money and food products. The GCC is predominantly made up of younger adults who eat out more often, which has encouraged restaurant growth and increased the demand for fast food outlets.

Middle East & North AfricaMarkets

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BUSINESS PRINCIPLES

Manage a strong and unique brand mixGenerate top quartile industry profits Develop superior operation & marketing managementEmploy highly proficient and regularly trained employeesDeliver best in class food and beverage conceptsImplement successful CSR across all its operations

A Leading operator in UAE since 2008

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Booming economic growth in the UAE along with political stability is expected by 2020.

Consumer food and beverage outlets are expected to post a CAGR of 8% with QSR Café’s the top performing sub segment.

Retail remains the preferred food and beverage destination with mall space at premium.

Food and Beverage customers prefer to spend leisure time in the mall as part of the “country’s identity”.

Dubai has registered circa 10 million tourists in 2014 with more than 70 million passengers.

Dubai Airports will become a leading food and beverage location due to high consumer tra�c.

Home delivery reported 7% growth in 2014 fuelled by ordering online via food applications such as talabat.com and foodonclick.com.

Consumers are increasingly tech savvy with high internet penetration and connectivity.

Consumers developing the “eating out culture” which results in increase of food and beverage expenditure to USD 941 per capital per annum.

Economically active population in GCC represents 75% of the overall age group.

Creates business opportunitiesfrom changing consumer behavior

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Operating Divisions Portfolio

Brand Rights

Associations

Af�liates

OUR DIVISIONS

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Roundup is the exclusive distributor for the largest manufacturer of mobile business vehicles in several international factories: United States of America, Canada, Turkey, United Kingdom, Germany, Italy, Netherlands and more facilities are coming soon. All our vehicles are customized and built according to client requirements and approved authorities. Our commitment guaranteed plan and build the vehicle as per your specific need and desires.

www.roundup.worldwww.roundup.ae

www.roundup.sa.com

OUR DIVISIONS

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Being in the fastest growing hub for the shipping industry in the Middle East which continues to growth complemented by a trustworthy service provider having an intrinsic understanding of the regional needs. World Logistic makes a strong presence by emerging as leaders at regional freight solutions provider capable of blending international standards incorporating local & regional requirements.

Comply with applicable statutory & regulatory requirements and continually improve the e�ectiveness of the System by setting Quality Objectives.

With experts at helm of the company and a strong desire to stand as the most trusted and reliable logistics service delivering consistent quality and value added advantage.

www.worldlogistic.com

OUR DIVISIONS

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AlMulla Capital assists in all Financial Services. It runs investment projects in Technology, Food and Automative.

www.almulla.com

ATE Limited (“Company”) is a regional food and beverage platform targeting the acquisition and establishment of small to medium size enterprises (“SMEs”) in the GCC region, specifically UAE. ATE Limited is supported by 54º East Investments LLC and managed by Al Mulla Capital (“Manager”); the Manager is looking to invite select co-investors to participate in the private o�ering of a USD 50 million as preferred equity stake participation in the Company.

Rafia Al Mulla, a leading female entrepreneur in the GCC and the Founding Director of ATE Limited will actively manage ATE Limited along with her experienced management team following a balanced portfolio allocation approach. Al Mulla is a reputable Dubai based family o�ce with a long standing history of investing and managing leading hospitality brands in the GCC. The company’s investments are ex-pected to generate an annual IRR of c. 30% including a dividend distribution equal to a 4% yield towards its co investors.

www.ate.rest

OUR BRANDS

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Chicken Inasal is a Philippine restaurant chain. We are a Filipino-themed, middle-priced range, casual dining restaurant chain that specializes in the delicious chicken barbecue known as "chicken inasal" as well as a wide selection of well-loved Filipino dishes and specialties from southern Philippines.

Our main specialty is the chicken inasal, a kind of roast chicken served on skewers that originated in the Visayas which has become a popular favorite of Filipinos. It is a delicious dish of chicken parts marinated in local herbs and spices, skewered on bamboo sticks then grilled to juicy perfection.

www.chickeninasal.ae

At Anytime Ice Cream, we have always been able to embrace and invent new ways of delivering ice-cream with fresh and unique flavors that our customers love to indulge in. Whether it is an ice cream scoop in summer to beat the heat or its nightly ritual to satisfy the cravings, anytime ice-cream has a portfolio that will satisfy every need. We understand what the market wants and design our menu according to them.

We specialize in delicious and decadent variety of ice creams, delivering an excitingand heavenly eating experience for true ice cream lovers.

www.anytimeicecream.net

OUR BRANDS

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Atomic evokes a futuristic explosion of flavor, excitement and fun. The logo depicts the blast of an atomic cloud, shows the gust of Nitrogen as well as cleverly creates an ice cream cone.

The first liquid nitrogen ice cream concept in the region! Each cup of ice cream begins as an organic liquid base, then using the molecular gastronomy-freezing concept, utilizing liquid nitrogen to freeze fresh ingredients into ice cream in front of the clients. Once frozen, we can add virtually any ingredient to craft unique flavors.

www.atomicicecream.com

The Bakery is distinct in its style, design & product o�erings from the usual Italian and French style bakeries currently in the market. The concept is a quick paced self-serve Bakery with an interesting queue for the breads and the cashiers. The Bakery will be a destination place for guests who want to be seen; and also the first to recommend between family and friends. The environmental brand will has a sophisticated Asian feel, quick paced yet friendly; and caters to a metropolitan, inter-nationally savvy market. The Bakery conveys a strong emotive branding throughout the store concept. The strength of the product o�erings, coupled with a superior store environment, packaging, website and collateral pieces works to form a cohe-sive brand standard throughout the store. O�erings will include breads, pastries, teas, co�ees, boba drinks; and a continuously changing menu board with new.

www.ginzastbakery.com

OUR BRANDS

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Brooklyn Bros, inspired by the better-burger concepts Brooklyn Bros seeks to enter a unsought market which is a gourmet a�ordable hot dog joint.

A witty and unique name that makes a striking impression on the audience and is very memorable. Brooklyn Bros is a hotdog cart, the identity speaks very much to the experience one has in any of our restaurants. From the environment to the product and the service – the entire experience is one to Brooklyn Bros. The identity is straight forward, modern and memorable.

www.brooklynbrosdog.com

With over 25 years experience in the food service industry, we have the expertise to create any size event e�ortlessly and hassle-free. Our professionally trained sta� of party managers, waiters, and chefs will assure you and your guests are well pampered. We spend many hours in the kitchen creating dishes which uniquely appeal to a variety of palates.

We specialize in creative, handmade foods, using only fresh, seasonal products and ingredients. We give special care to ensure your order is artfully assembled and easy to present on land, sea and air.

www.54east.com/catering

OUR BRANDS

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Bio Bean is an organic specialty co�ee, roaster, providing the finest freshest and most skillfully roasted co�ee beans available in the UAE. We are proud to be able to o�er 100% pure, single-origin, Arabica co�ee beans sourced directly from Ethiopia - the birthplace of co�ee!

With over three generations of co�ee palate expertise, and with top quality European equipment to ensure our beans are roasted to perfection, we at Bio Bean guarantee consistency, aroma and flavor beyond belief!

We like to call our winning formula the essence of great co�ee, all born from a passion for perfection - pure & simple!

www.biobean.com

Based in Dubai, UAE, Restaurantstore.ae aims to expand the global food business and starts to become the leading restaurant supply store that o�ers food options supplies and equipment to the food service industry and individual customers worldwide. Targeting to hit more than 6 million orders online, our advanced and fast shipping options will make us the best choice to fill your needs.Since our beginnings in 2015, Restaurantstore.ae pushes the boundaries on innovation and create a ground-breaking, easy-to-use website to meet the purchasing needs of food service professionals all over UAE. We have the best team of developers, programmers, content writers, technical support sta�, purchasers, and warehouse employees’ work together to ensure that we provide the best in price, service, and industry knowledge to our customers.

www.restaurantstore.ae

AFFILIATES

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KRUZIN is the ultimate fashionable sneaker concept developed by Creative Director Alessandra Gold, sneaker visionary and award winner designer in 2008. KRUZIN, designed in Miami, is the only footwear brand that is celebrated by the high-end fashion industry across all the fashion shows in New York, Miami, San Paolo, Hong Kong and Taiwan with exclusive solo shows.

KRUZIN is sold via its own stores (40), distributions channels (200) and omni-channel in key markets including USA (Florida), China (Shanghai and Hong Kong), Brazil (San Paolo), Taiwan (Taipei) and DUBAI.

KRUZIN Arabia follows a strong omni-channel strategy begin sold at our website or at our retail locations in Dubai Mall, Al Serkal and D3 in Dubai.

KRUZIN Arabia is managed by Millennial Partners & Co, that is an investment and management firm focusing on providing growth capital to retail and fashion concepts that are globally emerging and want to enter the GCC region. The firm owns the brand rights for KRUZIN for GCC, India and East Europe for the next 12 years.

Millennial Partners is an a�liated company of 54º East.

wwww.kruzinfootwear.ae