Achraf spent years inside businesses before he ever analysed one from the outside. His time at Unilever — across markets and functions — gave him an instinct for how value is actually created, and how easily it is eroded. McKinsey & Company added structure and rigour: the discipline of outside-in analysis, of seeing industries clearly and thinking through them carefully.
The eighteen years since have been spent in private equity and growth capital. That experience shaped a way of investing that is fundamentally driven — by analysis, by conviction, and by the quality of the relationships on both sides of a transaction.
Achraf has spent decades building longstanding personal relationships across the Gulf — not as a means to an end, but as a way of working. This is where he is rooted — in its nuances, its relationships, its capital. We hope that depth of presence is an asset to all those we work with.