Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum, First Deputy Ruler of Dubai, Deputy Prime Minister and Minister of Finance, has affirmed that Mohamed Al Kous Al Falasi is a young Emirati who believed in his idea and, through passion and determination, transformed humble beginnings into an Emirati brand that has reached global markets, achieving remarkable growth in a short period.
His Highness said: "His story embodies the ability of UAE youth to turn ambition into achievement, and affirms Dubai's standing as an incubator for innovation and entrepreneurship. We are proud of this inspiring model, and we hope his story continues its success and serves as an inspiration for more young people to create new success stories."
His Highness posted on his official account on the X platform: "Mohamed Al Kous Al Falasi is a young Emirati who believed in his idea and, through passion and determination, transformed humble beginnings into an Emirati brand that has reached global markets, achieving remarkable growth in a short period.
His story embodies the ability of UAE youth to turn ambition into achievement, and affirms Dubai's standing as an incubator for innovation and entrepreneurship. We are proud of this inspiring model, and we hope his story continues its success and serves as an inspiration for more young people to create new success stories."
Mohamed Al Kous Al Falasi, founder of the Sadle Group, expressed his sincere gratitude to Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum, First Deputy Ruler of Dubai, Deputy Prime Minister and Minister of Finance, stressing that the UAE's leadership always provides the right environment to transform ideas into successful projects that reach global markets.
In exclusive remarks to Al Bayan, he said: "I extend my sincere thanks and gratitude to Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum for these precious words, which I cherish deeply and which represent for me both a decoration and a greater responsibility to continue working and striving."
He added: "What we offer and achieve is nothing but a reflection of the vision of a great nation led by my master, His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the State, may God protect him — a nation that believes the human being is the fundamental element driving development, and has dedicated all its resources to nurturing and building that human being."
He continued: "I am proud that since the beginning of my journey in the business world, I have enjoyed the support of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, may God protect him, which has been the foundation and motivation for continuing to excel and lead — we accept nothing less than first place."
He affirmed that what has been achieved is the fruit of the tremendous support our wise leadership extends to UAE youth, and the environment Dubai has provided to turn ideas into successful projects that reach global markets.
He said: "This recognition is not for me alone; it is a tribute to every young Emirati who believes that through ambition, work and perseverance he is capable of making a difference. I ask God that I always live up to the good expectations placed in me, and that we continue building an Emirati brand we are proud of both inside and outside the country."
Emirati businessman Mohamed Matar Al Kous Al Falasi represents an inspiring model for UAE youth who have been able to turn ambition into achievement, and a simple idea into a national brand present in regional and global markets.
His story with the hospitality sector began in 2017, when he launched the Sadle concept as a mobile food truck idea in Dubai, with a distinct vision built on delivering an integrated experience combining product quality, design, service and a sense of community.
From the outset, the project attracted the interest and support of Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, may God protect him, who visited the first Sadle outlet — a milestone that served as a powerful motivator for Mohamed and his team to continue working and expanding.
That visit was not merely a fleeting moment in the project's journey; it became a source of inspiration and confidence, reinforcing Mohamed Al Kous's belief that Dubai grants its people the environment that helps them transform ideas into successful ventures.
Sheikh Mohammed bin Rashid Al Maktoum subsequently visited Sadle London, further affirming the Emirati brand's presence beyond the country's borders and its ability to represent Dubai with distinction in global markets.
Mohamed Al Kous holds a professional background in finance and accounting, along with more than a decade of experience at the Dubai government and KPMG, before transitioning to the world of entrepreneurship and founding a group of brands that have today become part of the modern hospitality landscape in the UAE and beyond.
Through Sadle, Al Kous introduced a new concept in the food and beverage sector, combining high-quality food trucks with permanent destinations, evolving the project from a mobile cart into a multi-format hospitality brand encompassing cafés, restaurants, trucks and fully integrated destinations.
Today, Sadle is present in more than 40 locations inside and outside the UAE, extending into several markets including Saudi Arabia, London, Cannes, Saint-Tropez and Courchevel, with upcoming expansion plans in Qatar and the Sultanate of Oman, and further markets in the next phase.
Mohamed Al Kous's journey did not stop at Sadle; he also founded the Feelz brand in 2020 as a contemporary concept focused on healthy nutrition and a balanced lifestyle, before the brand expanded across Dubai, Abu Dhabi, Al Ain and Saudi Arabia, with plans to open a new location in Miami.
Al Kous also founded Sadle House and Cherry House, which offers a new concept for coffee and baked goods experiences, in addition to being a co-founding partner in RePresent, a UAE company specialising in designing and developing commercial destinations and retail and hospitality experiences.
Mohamed Al Kous's experience reflects a clear conviction that a successful brand is built not only on the product, but on crafting an integrated experience that begins with the quality of the details, passes through design and identity, and culminates in building a genuine relationship with the community and customers.
Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum's praise of Mohamed Al Kous shines a light on an Emirati success story that started in Dubai and reached global markets within just a few years, affirming the ability of UAE youth to turn ambition into achievement and cementing Dubai's position as an incubator for innovation and entrepreneurship.
Mohamed Al Kous concluded by affirming that this recognition represents for him both a decoration and a greater responsibility to continue working, noting that what has been achieved is the fruit of the wise leadership's support for UAE youth and the environment Dubai has provided to transform ideas into successful projects that reach the world.