Creating
the future
of inhalation

We are the world’s leading social inhalation business, combining the tradition of shisha with the latest inhalation technology.

We are the world’s leading social inhalation business, combining the tradition of shisha with the latest inhalation technology.

Our
ambition

As a global market leader, we aim to revolutionize inhalation rituals by transforming the status quo. We are doing this by redefining the shisha experience worldwide with groundbreaking new technologies and cleaner, more sustainable products.

Experience the future of shisha today with AIR.

Most wait for the future. We are creating it now.

Our
ambition

As a global market leader, we aim to revolutionize inhalation rituals by transforming the status quo. We are doing this by redefining the shisha experience worldwide with groundbreaking new technologies and cleaner, more sustainable products.

Experience the future of shisha today with AIR.

Most wait for the future. We are creating it now.

Advanced

Geared for the future, our pioneering spirit is backed by our state-of-the-art Research, Design and Development (RDD) lab in Dubai, and factories in UAE and Poland. Our ambition to be forerunners in the science of inhalation is led by a team of experts in their specialized fields.

Advanced

Geared for the future, our pioneering spirit is backed by our state-of-the-art Research, Design and Development (RDD) lab in Dubai, and factories in UAE and Poland. Our ambition to be forerunners in the science of inhalation is led by a team of experts in their specialized fields.

Inhalation

By pioneering new concepts and placing people at the very heart of our inventions, we are constantly seeking new ways to provide consumers with unique inhalation experiences that complement their contemporary lifestyles.

Inhalation

By pioneering new concepts and placing people at the very heart of our inventions, we are constantly seeking new ways to provide consumers with unique inhalation experiences that complement their contemporary lifestyles.

Rituals

We believe in the power of shared moments — where conversations flow freely. Building on centuries of tradition, we deliver improved personal experiences through groundbreaking products like OOKA, the world’s first charcoal-free, pod-based shisha device.

Rituals

We believe in the power of shared moments — where conversations flow freely. Building on centuries of tradition, we deliver improved personal experiences through groundbreaking products like OOKA, the world’s first charcoal-free, pod-based shisha device.

Explore our range of products to see what sets us apart.

The world’s first pod-based, charcoal-free shisha experience.

The world's largest manufacturer of hookah tobacco, founded in the UAE in 1999.

A brand synonymous with innovative fusion flavors.

A CBD infused molasses with no tobacco or nicotine.

Founded in 2000, the number one e-commerce platform for shisha brands.

Nicotine free, tea-based shisha flavors.

Explore our range of products to see
what sets us apart.

The world's largest manufacturer of hookah tobacco, founded in the UAE in 1999.

The world’s first pod-based, charcoal-free shisha experience.

A brand synonymous with innovative fusion flavors.

Founded in 2000, the number one e-commerce platform for shisha brands.

Nicotine free, tea-based shisha flavors.

CBD infused molasses with no tobacco or nicotine.

Meet the leaders driving AIR’s ambition to new
heights as we redefine the shisha and inhalation sector.

Discover the team >

CHIEF EXECUTIVE OFFICER - Stuart joined AIR in January 2019, bringing over 23 years of international business experience from British American Tobacco (BAT), where he held senior roles including Area Finance Director for East Asia and Regional Manager for Asia Pacific. He holds a degree in Economics and Accountancy and has completed executive studies at Harvard Business School and IMD. Stuart is also a Chartered Management Accountant.

Stuart
Brazier

Bassem Lofty AIR Chief Financial Officer

CHIEF FINANCIAL OFFICER - Bassem joined AIR in July 2020, following a successful 23-year career at British American Tobacco, where he was Finance Director for Central Europe North. As AIR’s CFO, he has been pivotal in enhancing the company's financial strategies and leading key transformational projects. Bassem was appointed Chief Financial Officer in January 2024.

Bassem
Lotfy

Paul
Dawson

CHIEF PRODUCT OFFICER - Paul, who joined AIR in December 2021, oversees product strategy and the development of innovative new devices. Previously, he led product development through his consultancy, and worked at Dyson for over 20 years in the Research, Design and Development team, overseeing the expansion of the organization’s portfolio into air purification, connected devices, lighting and hair care products. At AIR, Paul is dedicated to advancing product solutions that redefine the inhalation experience.

Jorge
Güil

CHIEF MARKETING OFFICER - Jorge drives AIR's marketing innovation and consumer connection strategies. With a background as General Manager of Marketing & Innovation for China at Reckitt and extensive global experience across various industries, Jorge is passionate about creating impactful marketing solutions that resonate with consumers.

Omar
Bseiso

EXECUTIVE VICE PRESIDENT, NORTH AMERICA - Omar brings over 30 years of experience in leading transformations for startups and global enterprises. Known for his expertise in revenue growth, market expansion, and problem-solving, Omar excels in bridging technical and management teams to drive strategic initiatives and growth.

Mark
Sidey

CHIEF SALES OFFICER & EVP HERITAGE & EMERGING MARKETS - Mark, who joined AIR in May 2021, is responsible for global trade marketing and country operations across diverse regions. His role includes developing sales programs and managing key distributor partnerships. Before AIR, Mark held senior leadership positions at Reckitt, focusing on global sales and customer strategy.

Shane
George

CHIEF PEOPLE OFFICER - Shane joined AIR in December 2021 from Reckitt, where he was VP HR for North America. He focuses on fostering a strong organizational culture and talent development. Shane is dedicated to enhancing AIR’s performance through strategic management of global talent and organizational design.

Ronan
Barry

CHIEF LEGAL & CORPORATE AFFAIRS OFFICER - Ronan joined AIR in September 2019, bringing expertise from British American Tobacco, where he led legal and corporate affairs for Europe. At AIR, he is committed to upholding high standards of governance and supporting the company's innovation and regulatory strategies for shisha and inhalation products.

Ashok
Bhat

CHIEF SUPPLY TRANSFORMATION OFFICER - Ashok, who joined AIR in May 2022, is responsible for revolutionizing the supply chain and planning functions. With over 20 years of global experience, including roles at Philips, GE, and Dyson, Ashok focuses on enhancing supply chain efficiency and supporting the company's shift to a customer-centric model.

Jacobo
Sarmiento

VP – Europe - Jacobo is a seasoned business leader with a proven track record of driving transformation and growth across various industries, both in management and advisory roles. He joined AIR in 2021 to lead our Spain & France operations, where he transformed the business to successfully regain market leadership, later taking over our European Offline Business in 2023.

Before joining AIR, Jacobo held several commercial roles at AB InBev Europe, honing his expertise in sales, commercial strategy, and business transformation. In his last role at AB InBev, he led the company's business in Spain, developing and nurturing his leadership, operational, and management capabilities. Jacobo began his career in strategy consulting at Monitor Deloitte and Bain & Company, advising clients across Europe and the Middle East across various industries.

With a degree in International Management from the University of Navarra and an MBA from INSEAD, Jacobo combines strategic thinking, leadership capabilities, and operational experience to deliver tangible result.

AIR voices

Hear from members of our Leadership Team about our vision,
and what we are doing to bring it to life.

Watch now

AIR voices

Hear from members of our Leadership Team
about our vision, and what we are doing
to bring it to life.

Watch now

AIR science

Innovation is core to who we are. This is why we take our scientific research so seriously, to ensure we deliver the best possible inhalation experiences for our customers.

Learn more >

AIR science

Innovation is core to who we are. This is why we take our scientific research so seriously, to ensure we deliver the best possible inhalation experiences for our customers.

Learn more >

Advanced Inhalation Rituals office and factory locations

Our Locations

Offices: North Carolina, USA / London, UK / Dubai, UAE / Delhi, India / Jeddah, KSA / Warsaw, Poland / Hamburg, Germany
Factories: Ajman, UAE / Grodzisk Mazowiecki, Poland

AIR’s multinational reach ensures it has a global footprint and can meet diverse market needs. We are committed to exceeding customer expectations worldwide and seeking opportunities for further expansion.

Our Locations

AIR’s multinational reach ensures it has a global footprint and can meet diverse market needs. We are committed to exceeding customer expectations worldwide and seeking opportunities for further expansion.

Offices:

North Carolina, USA – The Charlotte office serves as the headquarters and distribution hub for our US business, hosting our US management team and warehouses.
London, UK – Our London office serves as our corporate office and hosts our London based employees.
Dubai, UAE – The Dubai office serves as AIR’s global headquarters and is the central hub for global management. The UAE is also home to our state-of-the-art research, design and development (RDD) lab, where innovative new products are developed that ensure we meet the highest quality and safety standards.
Delhi, India – The Delhi office serves as our India headquarters hosting our Indian management team.
Jeddah, KSA – The office is Jeddah is the hub for all our Saudi management team.
Warsaw, Poland – The Poland office hosts our Polish management team and houses our factory and warehouse. The warehouse acts as a distribution hub predominantly for customers in Europe and some customers outside of Europe like the Balkans and North Africa.
Munich, Germany – This office serves as the headquarters for our German management team and our warehouse is based in Landsberg

Factories:

Ajman, UAE – Our factory in Ajman is the global export hub.
Grodzisk Mazowiecki, Poland – Our Polish factory is the secondary hub for export, primarily serving the European Union and a limited number of export markets.

Connect
with us

We’d love to hear from you! Please get in touch with questions or feedback and we’ll respond shortly.

Reach out to us at CorporateCommunications@air.global

Connect
with us

We’d love to hear from you! Please get in touch with questions or feedback and we’ll respond shortly.

Reach out to us at CorporateCommunications@air.global

Creating the future of inhalation

Creating
the future
of inhalation