Target Chemicals stands as one of the leading specialty chemical distributors in the Levant region, pioneering the specialty chemicals distribution model since the late 1990s. Founded in 1990 and headquartered in Amman, Jordan, the company has established itself as a trusted partner for chemical raw materials across eight diverse business units, serving markets in Jordan, Lebanon, West Bank, Iraq, and with export volumes to Saudi Arabia.
Target Chemicals was established in 1990 as a specialized trading company, but it was during the late nineties that the company made its defining strategic shift. As stated in their company profile: “During the late nineties the company focused its efforts on the distribution of specialty chemicals, thus establishing itself as one of the first companies to adopt this new business segment model.”
This early adoption provided significant competitive advantages, as the company notes: “This early adoption has enabled us to create strong partnerships with some of the leading multinational companies in our field, which further cemented our position as a market leader and allowed us to achieve an accelerated rate of growth.”
The company currently employs “a dedicated team of pharmacists, engineers and chemists with more than 30 years of experience in the field,” reflecting their commitment to technical expertise and professional excellence.
Target Chemicals maintains a strategic presence across the Levant region with multiple operational facilities
Vision Statement
(Highest performing segments):
Syria represents a major future growth opportunity once sanctions are officially lifted.
Target Chemicals has developed what they describe as “an added value approach to our business offerings” through deep specialty knowledge. Their comprehensive service portfolio includes:
The company’s technical laboratory services and custom formulation capabilities (approximately 10% of business volume) serve as key business development drivers, enabling them to provide innovative solutions that reduce costs and complexity for clients.
Target Chemicals operates according to four foundational principles, each supported by thoughtful philosophical frameworks:
“It is our belief that our partners’ requirements are our first responsibility. Their ensuing needs must be serviced efficiently, promptly and accurately… we make sure that our decisions afford our partners the opportunity to make a fair profit.”
The company emphasizes that “Each one of our employees must be considered their own individual and as such we must respect their dignity and acknowledge their merits.” They commit to providing fair compensation, safe working environments, and equal opportunities for development.
“Our third responsibility is towards our communities. The impact we exert through the undertakings of our professional tasks should be mindful of our impact on society.”
“Our fourth responsibility is towards the business itself. For the business to be successful, the business must make a sound and sustainable profit.”
Competitive Advantages and Strategic Positioning
In an increasingly competitive landscape featuring global players like IMCD, Univar, Brenntag, and Azelis, Target Chemicals leverages several key advantages:
Their small, technical team enables faster cross-collaboration, trend identification, and rapid market response compared to larger, more bureaucratic competitors.
Superior service model that larger multinational distributors often struggle to match due to their scale and complexity.
Evolving laboratory capabilities that provide real value-added services for customers through custom formulation and technical support.
As a family-run business, Target Chemicals can “easily invest and sacrifice short term profit for long term gain,” providing strategic flexibility that public companies constrained by quarterly earnings pressure cannot match.
Target Chemicals maintains exclusive partnerships with leading global chemical companies, including:
FiberStar, Alteq, Synthomer, Emsland Group, BYK, Novonesis, Fragrance Oils, Jungbunzlauer, MEGGLE, Tate & Lyle, Nouryon, Aromsa, Dr. Suwelack Coffee, Henkel, InterFiber, Gelnex, Gelymar, Kalsec, and Dow
These partnerships span both regional Levant-wide arrangements and country-specific agreements, providing the company with a diverse and robust supplier portfolio.
Innovation Focus
The company’s approach to portfolio management is particularly sophisticated: “Our portfolio changes a lot as soon as a product becomes commoditized we usually have the next one in the pipeline and more importantly we even encourage cannibalization in order to stay ahead of competition.”
Future Strategic Direction
Target Chemicals is pursuing a multi-faceted growth strategy for 2025 and beyond:
Technology Enhancement
Market Expansion
Competitive Strategy
Organizational Structure
Target Chemicals operates under a family board structure with clear organizational hierarchy:
Three main operational divisions:
The product groups are organized by market segment, with dedicated Business Development Managers for each major business unit.
Core Values Framework
Target Chemicals has developed a comprehensive values system centered on six interconnected principles:
As their presentation states: “To be truly Professional one must first be able to assume leadership. To assume leadership, one must have a strong code of ethics, which can only be sustained if one learns to continually challenge and improve oneself.”
Philosophical Foundation
Throughout their operations, Target Chemicals draws inspiration from management philosophy, frequently citing Peter Drucker:
“Knowledge has to be improved, challenged, and increased constantly, or it vanishes.”
“Employees maybe our greatest liability, but people are our greatest opportunity… increasingly, the success – indeed, the survival – of every business will depend on the performance of its knowledgeable workforce.”
“The first responsibility of business is to make enough profit to cover the costs for the future. If this social responsibility is not met, no other social responsibility can be met.”
Looking Forward
Target Chemicals positions itself as a forward-thinking organization committed to sustainable growth and innovation. Their comprehensive approach combines technical expertise, strategic partnerships, operational excellence, and strong values to navigate an increasingly competitive marketplace while maintaining their position as a leading specialty chemical distributor in the Levant region.
The company’s commitment to excellence, encapsulated in their motto “Commitment to Excellence,” reflects their dedication to continuous improvement and their vision of being recognized as the leading partner for chemical raw materials and distribution services in their region.
Our dedicated team works closely with our principles to offer clients the know-how needed to develop new products, achieve lean manufacturing techniques, cut costs, establish favorable delivery channels, while offering superior after-sale service, and constantly providing innovative techniques of doing business.
