About Us

Welcome to Muddle Me, your ultimate source for creative and innovative tools, equipment, and supplies in the Middle East. Muddle Me’s dynamic platform caters to the region’s leading hotels, restaurants, cafés, bars, and clubs as well as operators, consultants, and procurement companies. We deal with cutting-edge products and have a passion for pushing the boundaries of creativity within the food and beverage industry. Our team of experts all share this drive and have decades of experience designing, consulting and running F&B establishments. We are committed to providing the very best creative tools to our clients in the UAE, Saudi Arabia, Kuwait, Bahrain and Oman.

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Our Legacy

Established in 2011, Muddle Me is your brand partner of choice for hospitality and leisure products. Our journey is marked by a relentless passion for innovation, profound market knowledge, and genuine enthusiasm for outstanding products.

Our Commitment

As a trusted distributor, we handpick products that reflect our dedication to excellence. Whether you’re a professional chef, barman, barista, or a home enthusiast, Muddle Me ensures a comprehensive range in our kitchen, café, bar, and tableware departments to fuel your creativity.

Building Long-Term Relationships

Our portfolio embodies an unwavering belief in revolutionary, best-in-class products that set the benchmark for innovation and excellence. Facilitating market access and strategic alliances across the MENA region and internationally, we leverage our established distribution network with world-leading retail, hospitality, and leisure groups.

Our Growth Story

Founded by Simon Chabowski, Muddle Me has seen consistent growth since 2011. Starting with a core team of three, we have expanded into dedicated divisions for Kitchen, Café, Bar, Tableware & Glassware and Consumables. Our commitment to providing the best-in-class products has made Muddle Me the leading distribution and trading partner in the hospitality industry.

In 2023, Muddle Me reached a significant milestone by becoming a part of the ECF Group. This strategic acquisition has infused new energy and resources into our operations, providing us with an enhanced platform to elevate our offerings and expand our reach. With the backing of ECF Group, Muddle Me is well-positioned to continue its legacy of innovation and excellence in the ever-evolving landscape of the hospitality industry.

Services and Channels

We further support our brand partners through a range of services and channels, including Sales, Retail, Logistics, Maintenance, E-Commerce, and Marketing. Our singular focus on excellence has positioned Muddle Me as the go-to destination for those seeking quality and innovation.


At Muddle Me, we not only consider ourselves distributors but advocates of innovation and excellence within our industry. Our pride stems from a profound commitment to the brands we represent. Our portfolio stands as a testament to this dedication, showcasing brands that not only meet but redefine industry benchmarks, consistently pushing the boundaries of creativity.

Our commitment extends across the HORECA industry, revolutionising kitchens, bars, cafes, and coffee roasteries spaces. We take immense pride in representing brands that are best in class, serving as trailblazers and benchmarks for the industry. Through our curated selection, we aspire to not just distribute but to inspire, infusing innovation into every facet of the culinary and hospitality experience.

To learn more about the brands we represent and stock at Muddle Me