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About Us


Partnering With Us

Land Of Fire General Trading has grown from strength to strength over the years. We have grown to be the preferred brand-building partner and one of the largest multi-brand distributors in the region.

LOF offers a highly-skilled, channel-specific sales force that consistently delivers excellence at Point of Purchase. Our dedicated strategic business units provide focus to each portfolio of brands. We invest heavily in training and development to ensure continuous upgrading of the skills and capabilities of our people.


Customer Service
Our fleet ensures appropriate servicing of all channels. Customer service is a top priority for our group and we pride ourselves on being rated ‘Best-in-class’ by our customers.

Market Execution
Whether it is distribution, quality of presence, execution of activities, speed to market or category management, LOF flawlessly executes winning strategies translating in store, the brand objectives and channel needs. A well trained merchandising team ensures the right visibility and share of shelves across all channels.

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