DDE is more than Just Business: CEO Shahriar Khojasteh

CEO Shahriar Khodjasteh.

Empowering sportsmen and the general public alike, sports gear and equipment company, Dubai Desert Extreme (DDE) was established in 2001. The business was launched by two trailblazing brothers Shahriar and Shahin Khodjasteh from a humble skate shop at the Beach Mall, Jumeirah, which has now expanded to become one of the top ranking SMEs in Dubai.

“It is a matter of immense pride to be where we are today. We started from a 20 square metre skate shop with just me, my brother and one employee, 13 years ago. Fast forward to 2014, the company will have 10 plus retail stores by the end of this year, and planning for 40 plus stores by 2020. The journey has indeed been fascinating and it’s an exciting time for us,” revealed CEO Shahriar Khodjasteh.

One of the most respected names and market leaders of the sports industry, Dubai-based DDE has a holistic approach to business. The company offers a range of products and services that includes distribution and retail of action sports equipment, apparel and footwear as well as event development operations across the Middle East. “I would really call ourselves Marketeers and not just Traders. But essentially we are in the consumer goods business, focusing primarily on action sports, lifestyle, and premium bicycle brands and products. The company has not only expanded, it has evolved over the passage of time from initially starting with skateboarding to penetrating the bicycle market. And after that there was no looking back. Moreover, we consider ourselves specialists in creating homegrown retail concepts and we were the first to come up with an action sports concept store such as ‘Rage’ that was launched for skateboarding enthusiasts,” he said. Adding: “Then came the inception of our Bicycle retail concept ‘Ride Bike Shop’ and we are on the verge of opening new stores called Bikini World and Captiv8; the latter focusing on headwear and caps, with accompanying accessories.”

Known for its pioneering efforts to boost the Middle Eastern sporting industry, especially in terms of bringing fresh innovative ideas to life, DDE is not just about doing great business. It is that and even more! The visionary founders of the company have greatly assisted in developing the GCC and the larger ME market. Dubai Desert Extreme has not only introduced internationally acclaimed brands such as Volcom, Giant, New Era, Gildan, Holster etc., it is known to support leading sports events in and around the region. The company has also sponsored a number of amateurs, especially in skateboarding, cycling and triathlon; thereby facilitating the growth of the local scene, culture and sports. “We always aim to work not only for the benefit of a brand or a product; but also the industry as a whole, and that is done by developing the sports from the ground and up. And by doing so we are creating a market for healthy competition. The good thing is you are always in a leadership role,” he said.

In 2013, the company was also selected as one of the top 100 SMEs in Dubai. Ranked 4th, it was not only a personal achievement for the dynamic duo, but according to Shahriar a company milestone realised directly through teamwork by a highly dedicated and professional staff. “It is definitely not just about being business leaders, but also about our team and how everyone seamlessly works together,” he opined with immense pride. Moreover, DDE was selected by Endeavor – a global initiative by a non-profit entity that selects, mentors and supports High-Impact Entrepreneurs. “Looking at all the milestones this company has attained so far, I can envision a lot of good things happening for the entire team!”

In a relatively short span of time, DDE has achieved region wide acclaim for not only housing some of the biggest brands in the world, but more importantly by introducing innovative concepts that promote the regional sporting market and a healthy and even fashionable lifestyle.