Smile More!

Loyalty Program Terms & Conditions

Welcome to the Smile More Loyalty Program, offered by Brands For Less LLC including but not limited to the brand stores Brands For Less, Toys For Less, Tchibo and Homes For Less MENA divisions and any of their successors and/or assignees (hereinafter singly referred to as the “Sponsor”).

These terms and conditions (this “Agreement”) govern the Smile More Loyalty Program (the “Program”) The Program is a loyalty program brought to you by the above-referenced Sponsor (hereinafter sometimes referred to as “we”, “us”, “our”, “ours”) Purchase or use of any membership in the Program (“Membership”) at any time subjects the Purchaser or user (hereinafter sometimes referred to as “you”, “your”, “yours”, “Member”) to the provisions of this Agreement, as amended from time to time.


The Program entitles Members to the following benefits:

Member's Benefits
Yellow TierBlack Tier
Number of Smile Points0 Smile Points –
7,999 Smile Points
8,000 Smile Points
and above
Birthday PromotionEarn Double Smile PointsEarn Triple Smile Points
Minimum Redemption1,000 Smile Points1,000 Smile Points
Rewards Smile Points Count
For Online Purchases
1 AED = 1 Smile Point 1 AED = 1 Smile Point
Reward For Every
1,000 Smile Points
AED 15AED 25
Free ShippingOnline orders above 250 AEDOnline orders above 200 AED
15% CashbackNot ApplicableOn First Purchase
(Max. Cap AED 150)

Reward Smile Points

  • A Member must present their Membership digital card at the time of purchase in order to earn reward Smile Points on the E-Wallet.
  • Reward Smile Points earned from store or online purchases will be credited within 2 working days.
  • Purchases for items that have a decimal value of AED 0.50 through AED 0.99 will be rounded up to the next Dirham. Purchases for items with a decimal value of AED 0.01 through 0.49 AED are rounded down.
  • The value of returned items will be deducted from the Member's qualifying purchase amount. While doing sales Returns, if the Loyalty does not have sufficient points to deduct, the equivalent amount of the insufficient points will be deducted from the Return Amount.
  • Gift card or Credit Note redemption will follow the Loyalty Points rule of Cash Payment Mode.
  • In online purchases, shipping fees and other charges do not qualify for reward Smile Points.
  • Members will have to collect a minimum of 8,000 Smile Points per year to stay in the Black Card tier. Members who collect more than 8,000 Smile Points within 1 year will get upgraded to the Black Card tier automatically and will be notified either through SMS, e-mail, or any other mode of interaction shared by the Member during the registration process.
  • Any change in the calculation of reward Smile Points will be updated on the following Website:

Certain Conditions; Eligibility Criterea

  • To become a member of the Program, customers can register online at or by means of the Brands For Less mobile app.
  • The Membership account must be active and available at the time of purchase. Members will NOT be reimbursed retroactively for purchases made without an active and available Membership at the time of purchase.
  • The Member discount is only valid on eligible Sponsor store.
  • Where applicable, the Member discount will be applied after all other eligible discounts and deductions are applied, except for coupons or where otherwise stated.
  • The Member discount cannot be used in conjunction with any coupons or with any corporate or prearranged group discounts, unless specifically stated. Such exclusion includes the following, without limitation: employee discounts; corporate or institutional discounts.
  • Only persons aged 18 and above can enroll in the Program.
  • Corporations, groups, associations, commercial customers and other similar profiles purchasing items for resale are not eligible for Membership in the Smile More Loyalty Program.
  • To receive the Membership birthday promotion, delivered by e-mail, Members must provide the month and day of their birthday, as well as a valid e-mail address. Members will receive the birthday promotion e-mail each year; assuming the Membership is active as of the first day of the month of the Member’s birthday, when the birthday promotion will be sent.
  • Memberships are for individual use only and are non-transferable. When used online at, a Member's number may only be associated with one Membership account. We expect Members to submit and maintain accurate and current user information in connection with their Memberships. Such information includes name, address, and telephone number. Members can change their account information by (i) updating their Member profile data through an authenticated account, or (ii) by calling Member Services at 800 8333. We cannot assume any liability for correspondence, mail or e-mail that is lost, delayed, or misdirected.

Membership Features

  • The Smile More Loyalty Program Membership is free for life. We reserve the right to change the Membership fee at any time, but changes will apply only to new and renewal Memberships.
  • Every customer is eligible for one Membership account only, which is meant for their personal use exclusively. The e-mail address and mobile number provided during their registration process will be their unique identifier.
  • No purchase is necessary to join the Smile More Loyalty Program.
  • Members can check the reward Smile Points earned and view/edit their Membership information through the Website or the mobile App. The registered e-mail address cannot be changed or updated.
  • Members will have a virtual Membership card issued to their smart phones. This personal digitized card can be viewed through the App.

Redeeming Points

  • For every 1,000 reward Smile Points collected, a Member is credited AED 15 for Yellow Tier Member and AED 25 for Black Tier Member to their wallet balance.
  • To redeem points, Members need to download the Brands For Less App first.
  • Points cannot be exchanged for cash.
  • Only Members themselves can redeem points from their account and no redemption can be made by a person or an entity on another person’s account.
  • Members can redeem their reward points through the mobile App and use them for online purchases on or in select Sponsor stores.
  • Redeemed points are non-refundable and can be used towards a one-time purchase only.
  • Smile Points can only be redeemed in the customer's country as entered in The Smile More Loyalty Program during the registration process.
  • Please note that Brands For Less will auto redeem the total points in a scenario where the customer is in the yellow tier and earns 8000 or more points. In this case, the customer is upgraded to black and the value of the points which were auto redeemed gets credited to the customer's wallet immediately ( 1,000 Smile Points = AED 15).
  • Similar to the auto redemption on upgrade from yellow tier to black tier, we also have redemption on a downgrade from Black tier to Yellow Tier. In this case, we auto redeem all the points earned by the customer in the black tier and downgrade the customer to the Yellow tier by crediting the value of points redeemed to their wallet immediately ( 1,000 Smile Points = AED 25).

Points Expiry

  • Points are valid for a period of one (1) year from the date they were credited to a Member's account. They will be automatically removed from an account upon expiry (last day of each month).
  • Members are strongly advised to regularly check their balance via their App.

Term; Billing

The Membership term begins on the date of purchase, or the date of activation of a Membership, to last a lifetime, unless (i) you have elected to opt out of the Program after enrolling through your authenticated online account on, or by calling Member Services on 800 8333 and notifying them of your decision to opt out of from the Membership; or, (ii) we decide to cancel or terminate your Membership. Membership, to last a lifetime, unless (i) you have elected to opt out of the Program after enrolling through your authenticated online account on, or by calling Member Services on 800 8333 and notifying them of your decision to opt out of from the Membership; or, (ii) we decide to cancel or terminate your Membership.

Cancellation; Termination

  1. You have the right to cancel your Membership at any time.
  2. We may terminate your Membership, including any associated accounts, without notice and for any reason, to our sole discretion, including without limitation our belief that continued use of such Membership would violate any provisions of this Agreement, applicable law, or otherwise be harmful to our interests.
  3. We may terminate any or all of the benefits available under the Member's Program at any time with or without notice. In the event of our termination of the Member's Program, at our election, we will maintain your Membership benefits until expiration of the Membership current tier.

Privacy Policy

As a Member, the information we capture will be subject to the Sponsor Privacy Policy as amended from time to time in accordance with its terms. You may view the current version of the Privacy Policy at any time online at

All information provided by the Member will be governed by the Sponsor's Privacy Policy, which is available at The Sponsor reserves the right to send customer service or operational e-mails to individuals who have opted out of receiving promotional correspondence. The Sponsor does not knowingly collect or post information on the internet related to anyone under the age of 18. By enrolling in the Program, a Member must acknowledge that s/he has read and accepted the terms and information practices set forth therein and in the Sponsor's Privacy Policy.

Disclaimers; Limitation Of Liablity

Use of the program and any of its associated benefits is at your sole risk. The membership benefits are provided on an "As is" and "As available" basis.

The sponsor and all of its respective affiliates, directors, officers and agents (collectively "Membership providers") expressly disclaim all warranties of any kind, whether express or implied, including, but not limited to the implied warranties of merchantability, fitness for a particular purpose and non-infringement.

Membership providers make no warranty that (I) the program will meet your requirements, (ii) the program will be uninterrupted, timely, secure, or error-free, or (iii) the quality of any products, services, information, or other material purchased or obtained by you from your use of the program will meet your expectations.

Membership providers shall not be liable for any indirect, incidental, special, consequential or exemplary damages, including but not limited to, damages for loss of profits, goodwill, use, data or other intangible losses (even if membership provider has been advised of the possibility of such damages), resulting from: (I) the use or the inability to use the program or any benefits thereof; (ii) the cost of procurement of substitute goods and services resulting from any goods, data, information or services purchased or obtained or messages received or transactions entered via the use of the program; (iii) unauthorized access to or alteration of the member's program data; or (iv) any other matter relating to the program.

Some jurisdictions do not allow the exclusion of certain warranties or the limitation or exclusion of liability for incidental, consequential or other damages. Accordingly, some of the above limitations and exclusions may not apply to you.

General Terms

    1. By enrolling in the Program, the Member agrees to the terms, conditions, rules, regulations, policies and procedures of the Program as laid out in this Agreement and/or as they may be in force and published on the Sponsor's Website (the “Website”).
    2. This Agreement supersedes all information previously published and will be the only effective Agreement. Program Members shall be responsible for periodically visiting the Website and taking notice of any updates. If the Agreement is amended, any and all changes would apply to all Program Members including Members enrolled before the Sponsor posted the updated text.
    3. Membership and benefits are non-transferable and may not be assigned to anyone including the Member's successors or assignees.
    4. Membership is only valid at participating Sponsor retail stores in the customer's country as entered in the registration process through the online store or through the mobile App.
    5. The Sponsor may modify, alter, delete or add new terms and conditions to this Agreement in respect of the Program at any time, and without prior notice. This includes modifying, altering, adding or deleting program benefits, reward Smile Points values, redemption levels, conversion ratios, reward delivery methods and conditions. These changes may affect the value of the reward Smile Points or benefits already accumulated. Each Member is responsible for remaining knowledgeable as to the terms and conditions of the Agreement. The Sponsor may terminate the Program, or any element of the Program, at any time by publication via
    6. Any abuse of the Program, including failure to follow Program policies and procedures, the sale or barter of redeemed points, benefits, products, Smile Points or promotional offers and any misrepresentation of facts relating thereto or any other improper conduct as determined by the Sponsor in its sole judgment, may result in the forthwith cancellation of the Member's account without prior notice, the future disqualification from the Program, the forfeiture of all reward Smile Points accrued, and the cancellation of previously issued, but unused points. In connection with the enforcement of any of the terms and conditions governing the Program, the Sponsor reserves the right to take any appropriate legal action, as deemed necessary, and to recover damages, attorneys' fees and court costs. The Program benefits, reward Smile Points, and rewards are subject to applicable government regulations and are void where prohibited by law.
    7. The loss of the Membership card or misuse of a lost Membership card shall be regarded as the Member’s sole responsibility. The loss should be advised immediately by sending an e-mail to [email protected]. The lost Membership card will be suspended within forty-eight (48) hours of receiving such a request to prevent any fraudulent use.
    8. As soon as a new Member enrolls in the Program, their Membership becomes effective and they are considered to have accepted the terms and conditions of this Agreement. Members can cancel their membership at any time by submitting a written notice to Brands For Less or by sending an e-mail to [email protected]. A Membership is cancelled only after confirming with the subject Member by phone or e-mail.
    9. If there is no account activity (defined as an account profile update, reward Smile Points accumulated/posted from any source or reward redemption) on a Member's account for two (2) consecutive years, the account will be closed and terminated, including forfeiture of all accrued reward Smile Points and/or benefits.
    10. Redemption points are valid in the customer's country as entered in The Smile More Loyalty Program during the registration process. Validity date may vary for each redeemed point at the Sponsor's discretion for store and online purchases.
    11. During selected promotion periods called "Smile Points Promotion", Members purchasing from selected Sponsor stores can accumulate an increased rate of reward Smile Points. During all other times, the Program rules apply. The Sponsor reserves the right to limit this offer by store and by Member. The "Smile Points Promotion" is subject to change without prior notice.

User Comments, Feedback and Other Submissions

We do not solicit nor do we wish to receive any confidential, secret or proprietary information or other material from you either through the Website, any of its services, by e-mail, or in any other way. Unless otherwise expressly agreed in writing prior to your submission to us, any comments, feedback, information or other material submitted or sent to us will not be deemed confidential or secret. By submitting or sending comments, feedback, information or other material to us you represent and warrant that the information and material is original to you and that no other party has any rights to the information or material. All comments, feedback, information or other material submitted shall be and remain the property of the Sponsor, and we shall have the unrestricted, worldwide right to use, reproduce, modify, adapt, publish, translate, create derivative works from, distribute, perform and display such material and information (in whole or part) worldwide and/or to incorporate it in other works in any form, media, or technology now known or later developed. You also warrant that any “moral rights” in posted information and material have been waived.


All brand, product and service names used in the Website are the trademarks, trade names or service marks of the Sponsor unless otherwise stated. You may not distribute products or offer services under or by reference to or otherwise use or reproduce any such trademarks, trade names or service marks, or use any meta tags or any other “hidden text” utilizing any such trademarks, trade names or service marks, without the express prior written permission of the Sponsor or the owner of such trademarks, trade names or service marks.

Registration and Security

If you wish to purchase any products or use certain services on the Website, you must open an account with us and provide the required information to us. By entering any information on the Website, you represent and warrant that: (i) you are at least 18 years of age; (ii) you are using your actual identity; (iii) you have provided only true, accurate, current and complete information; and (iv) you will maintain and promptly update the information that you provide to keep it true, accurate, current and complete. Additionally, you agree to maintain the strict confidentiality of your account and any passwords issued to you for your use of or access to the Website or any portion thereof, and you agree not to allow any other entity to use any username(s) or password(s) that are issued to you. You shall be responsible for all activity that occurs under your account or password. We cannot and will not be liable for any loss or damage arising from your failure to comply with these obligations. All information provided to us will be used in accordance with our Privacy Policy.

If you wish to cancel a username or password, or if you become aware of any loss, theft or unauthorized use of a username or password, please notify us immediately. We reserve the right to delete or change any username or password at any time and for any reason.

Modification of the Website and the Services

We reserve the right, for any reason, to our sole discretion, to terminate, change, suspend or discontinue any aspect of the Website, including, but not limited to, content, features or hours of availability. We may also impose limits on certain features of the Website or restrict your access to part or the entire Website without notice or penalty. We may suspend or terminate your account or your use of the Website at any time, for any reason or for no reason at all, without prior notice to you.

External Links

We may provide links to other websites or resources from time to time that are operated by third parties not affiliated with the Sponsor. These links are provided for your convenience. We do not endorse or take responsibility for the content of those websites, are not responsible for the availability of them, and will not be liable in any way for any loss or damage which you may suffer by using those websites. Different terms and conditions and privacy policies may apply to your use of any linked Websites or resources. If you decide to access linked websites, you do so at your own risk.

Amendment of the Terms

We reserve the right to amend these Terms of Use from time to time without prior notice to you and without any liability. If we decide to change these Terms of Use we will post the updated terms here. We encourage you to visit this section of our Website regularly in order to remain informed of any changes. Any such amendment shall be effective once the revised terms have been posted on the Website.

Applicable Law

These Terms of Use are governed by and will be construed in accordance with the laws of the United Arab Emirates as applied in the Emirate of Dubai. Any disputes arising under or in connection with these Terms of Use or your access or use of the Website shall be subject to the exclusive jurisdiction of the courts of the Dubai International Financial Centre.


This Agreement, including all documents referenced herein, represents the entire understanding between us and any user of the Program with respect to the Program and supersedes any other agreements, statements or representations. Headings used in this Agreement are for reference only and shall not affect the meaning of any terms. Any user of any portion of the Program is deemed to have accepted the terms and conditions of this Agreement.