From bespoke kitchen solutions to cutting edge culinary technologies, Groupe SEB has spent decades supporting chefs and hospitality professionals across the Middle East. With the region emerging as one of the world’s most dynamic culinary destinations, Hanane Badra, VP business development professional business unit at Groupe SEB, shares how her group is redefining hospitality experiences across the region.
What defines your company’s success?
Groupe SEB is a French family-owned company and a global leader in small domestic appliances and professional coffee solutions, excluding vending machines. With more than 165 years of heritage, the Group has established a strong and sustainable presence across 150 countries. The company has been active in the Gulf region since the 1960s, initially through the introduction of Moulinex, one of its flagship consumer brands. Since then, Groupe SEB has continuously developed reliable and premium products tailored to the needs and expectations of Middle Eastern consumers. Furthermore, this success is driven by passionate local teams. Their deep understanding of the region enables them to identify opportunities, address challenges and deliver meaningful solutions.
What is your perspective on the region at this time?
Thanks to our teams on the ground, Groupe SEB has remained closely connected to the region, supporting it through both challenging periods and times of exceptional growth. Moreover, the commitment and resilience of our associates continue to be the driving force behind this success. We have always chosen to remain present, engaged and supportive. As a result, we’ve maintained strong roots in our markets even during difficult times. Furthermore, we actively contribute to new growth opportunities through innovative products and dedicated teams. Importantly, the Middle East is a region defined by energy, ambition and resilience, where challenges are often transformed into opportunities. Therefore, Groupe SEB has made the region a strategic priority and plans to accelerate its growth in alignment with the ambitions of local economies and communities. More than ever, we see ourselves as a long-term partner of the local economy and, most importantly, of the people who bring it to life every day.
What continues to surprise or intrigue you?
I have spent much of my professional life between France and the Middle East, building bridges between two cultures that I deeply appreciate. When I first arrived in France from Lebanon, I was fascinated by its rich culinary heritage and celebrated art of living. Over the years, I have watched it evolve toward greater creativity, boldness and lightness. Nevertheless, what continues to inspire me most today is the Middle East. The region possesses unique energy, remarkable ambition and an impressive ability to turn ideas into reality at speed. Moreover, new concepts emerge constantly and it continues to attract some of the world’s most talented chefs. Beyond this dynamism, what stands out is the openness, resilience and entrepreneurial spirit of the people and teams we work with every day. Our teams remain in close dialog with chefs and partners, gaining a deep understanding of their needs, challenges and aspirations. Together, we co-create solutions that go far beyond products, helping professionals push the boundaries of creativity and redefine culinary experiences. What fascinates me most is this collective intelligence and the value created through collaboration. We are not simply supporting a market. Rather, we are part of a vibrant ecosystem that is continuously evolving, which makes our work incredibly rewarding.
In what ways can clients use your products to enhance their culinary creations?
Through its portfolio of professional brands, Groupe SEB Professional can equip virtually every area of the kitchen and dining room. In this way, it enables chefs and hospitality operators to deliver exceptional guest experiences. At the heart of the kitchen is Charvet, which creates bespoke cooking ranges tailored to each chef’s vision and operational requirements. Accordingly, the ranges allow chefs to focus entirely on culinary excellence. De Buyer provides premium cookware and pastry preparation tools that support precision and creativity. As for Pacojet, it empowers chefs to create sorbets, ice creams, mousses, fillings and countless signature recipes with exceptional consistency. For coffee shops, bakeries and snacking concepts, Krampouz offers precision cooking equipment including crêpe makers, waffle makers, planchas, warming solutions and panini grills. The brand has also introduced an ultra-fast sealing device capable of sealing bread rolls in just 10 seconds. Closer to the guest experience, professional coffee machines deliver high-quality coffee solutions. The solutions are tailored to a variety of restaurant and hospitality concepts, from quick espresso service to traditional coffee preparation. In the dining room, HEPP cutlery and WMF Hotel breakfast serving ranges add a refined finishing touch that enhances the overall guest experience.
