A partner in crafting unforgettable experiences.
Diversified is a purveyor of high-end luxury amenities for the finest premium hotels, airlines, royal palaces, hospitals, spas, gyms and golf clubs across the GCC, Lebanon, the Maldives, Mauritius, Seychelles, South Africa and Iraq.
We are more than a supplier, we are a partner.
Everything we sell ends up in a guest’s hands.
Client centricity.
Service excellence.
Integrity and accountability.
On paper, that is a values list.
In practice it means someone here knows your property by name, and answers the phone.
We are large enough that premium houses trust us with their brands, and small enough to move fast when it matters. The mid-season shortfall. The unannounced VIP. The shipment that slipped. Those are the moments a supplier is actually judged on.
It also means a range built across your estate rather than one specification applied everywhere — the property, the guest, the fragrance direction and the budget, matched brand by brand. A four-star city hotel and a flagship resort in the same group rarely want the same thing.
“A property is always trying to achieve something specific — a guest it wants to reach, a standard it wants to hold. So we begin by listening to that rather than reaching for our catalogue. Get that part right and the product almost chooses itself. Twenty-eight years in, it is still the only part of this job I would call non-negotiable.”
Sajid Gani Managing Director
Vision, mission, values and purpose
Partner of choice
To be the preferred partner of choice in the hospitality and wellness sectors.
Curating guest environments
Partnering with our clients to curate guest environments that stir emotions and exude elegance.
How we operate
Client centricity. Service excellence. Integrity and accountability.
Why we do it
To create cherished and memorable experiences for our clients’ guests.
Nearly three decades of trusted partnerships
We began with bathroom amenities. Nearly three decades on, the range covers most of what a guest encounters between check-in and check-out — thirteen categories, which lets a property consolidate a dozen supplier relationships into one. See what we supply.
- 1998Established in Dubai.
- 1999Molton Brown exclusive distribution agreement signed — still our flagship partnership.
- 2005H2K and Aigner exclusive agreements added.
- 2008First own brand launched.
- 2018Second own brand launched.
- 2024New company ownership.
- 2025Six new exclusive supplier agreements signed. Own brands consolidated and re-badged as M’STQ.
GCC, the Levant, Indian Ocean, Africa and Iraq
Twelve markets, all served from our Dubai base. Groups operating across more than one deal with the same team in every territory.
Six sectors, from royal household to clubhouse
Every one served from the same Dubai base, by the same team. A group operating a hotel, a spa and a golf club deals with one supplier across all three.
Hotels & resorts
From city flagships to island resorts, three-star to ultra-luxury.
Airlines & private aviation
Amenity kits and cabin products for commercial and private fleets.
Healthcare
Patient and visitor amenities for premium hospital groups.
Royal palaces
Royal household supply, specified to the standard of the property and held against forecast consumption.
Spas & gyms
Wellness ranges, treatment products and recovery lines for spa and fitness operators.
Golf & leisure clubs
Washroom, locker room and clubhouse supply for championship courses and members’ clubs.
We would love the opportunity to chat.
At our place, your place, or over a cup of coffee somewhere in between. We want to listen to your needs, understand your brand vision, and partner with you to make every guest experience feel personal.