Kuwait-Based Circle Raises $6 Million Series A

Kuwait-based quick commerce startup Circle has raised US$6 million in a Series A funding round led by a group of strategic investors, marking a major step forward in its goal to transform retail and consumer habits across the region. 

Founded by Altaf AlThekair in Kuwait in 2020, Circle is a quick e-commerce company that provides grocery and daily essential deliveries within 20 minutes, supported by a network of dark stores and fulfillment centers.  

In an interview with Inc. Arabia, AlThekair, who's also the CEO of Circle, explained that Circle’s model is built for precision and speed, leveraging hyperlocal infrastructure to deliver a consistently reliable customer experience. “Our model is designed around accuracy, proximity, and speed," she said. "Each Circle dark store acts as a micro-fulfillment center, strategically located in dense metropolitan areas to cover a tight delivery radius. It’s powered by seamless user experience, real-time inventory, and pick-and-pack optimization, so what you see in the app is actually available, and delivery happens in under 20 minutes." 

Commenting on the new investment, AlThekair said that the company will utilize the funding to expand its network and offerings. “Our focus is on strengthening the foundation that makes Circle’s promise possible at scale," she explained. "We’re investing across three key areas: enhancing our AI capabilities, expanding our dark store network, and doubling our stock keeping unit (SKU) count to increase product availability and customer choice. For example, we're using artificial intelligence (AI) to optimize delivery routes in real-time—minimizing delivery time and fuel consumption by adapting to traffic, weather, and order urgency, and clustering deliveries more efficiently.” 

“On the inventory side, we’re building smarter forecasting models to anticipate high-demand items based on region and seasonality, helping us avoid overstock or understock scenarios," she continued. "And for our customers, we’re investing in features that make the experience even more seamless—like recommending frequently bought items, suggesting personalized deals, and enabling a smart cart that auto-fills based on past purchases and the time of day or week.” 

AlThekair told us that physical expansion is a top priority to meet the growing demand for fast and reliable delivery across Kuwait’s neighborhoods. “We’re scaling the physical side of our model by expanding our dark store network and increasing our SKU range from 10,000 to 20,000," she added. "This means faster delivery, broader selection, and a stronger presence in every neighborhood we serve—without compromising the speed or simplicity that defines Circle." 

According to AlThekair, what sets Circle apart from other quick commerce models is its dark store network and fulfillment centers. “Unlike marketplaces or third-party fulfillment models, we own the customer experience end-to-end, and that makes a huge difference in consistency and trust,” she said. AlThekair also pointed out that being a smaller startup in the quick commerce space has given Circle a unique edge. “Being small means being agile, deeply connected to customers, and willing to challenge assumptions," she said. "We’re able to move quickly, test iteratively, and adapt in ways larger players often can’t afford. That’s been a huge advantage in our early growth." 

When it comes to scaling Circle, however, AlThekair acknowledged that maintaining this edge is a key challenge. “The challenge, of course, is scaling without diluting what makes us good—speed, precision, and trust," she said. "Expanding into new markets also comes with logistical complexity and local nuance." To address such growing pains, AlThekair said that the company is taking a measured, context-specific approach to its expansion strategy. “We’re addressing that by adapting to local needs rather than applying a one-size-fits-all model,” she added. 

AlThekair also shared that Circle’s rapid 7x growth in Kuwait has laid the groundwork for broader regional expansion, guided by a data-driven and locally attuned strategy. “We're eyeing markets across the region that share three key traits: high digital adoption, dense populations, and growing demand for fast, reliable access to everyday essentials,” she said. AlThekair noted that the company’s expansion is not about replicating the model that has seen it succeed in Kuwait, but rather about precision in market selection and operational fit. “Our expansion strategy is about being in the right places, with the right infrastructure," she said. "We’re focused on markets where our hyperlocal model can thrive, and where delivery expectations are rising alongside shifting lifestyle needs."

AlThekair added, “We’ve built Circle to be adaptable. So rather than copy-pasting the Kuwait model, we’re approaching each new city with a local lens, tailoring operations to reflect the rhythm, density, and behavior of the communities we serve.” AlThekair also noted that as Circle scales, its expansion strategy will remain flexible and responsive to each city’s unique dynamics. “As we expand, the dark store model remains central, but we’re not copy-pasting locations. We’ll adapt density, assortment, and operations to fit the rhythm of each new city.” 

In terms of advice for entrepreneurs aiming to build in the quick commerce or logistics space, AlThekair suggested that they focus on real customer needs. “Don’t build for what looks impressive on paper—build for what people actually need," she said. "The logistics space is brutal if you only focus on surface-level speed. What matters most is consistent customer experience, clarity of promise, and operational resilience. Also, be close to the details." 

She added, “And as you scale, never stop listening to your customer. Tech, infrastructure, and growth plans are essential—but it’s how well you translate those into a better, more seamless customer experience that keeps people coming back. That’s what builds real traction and long-term loyalty.” 

Pictured in the lead image is Altaf AlThekair, founder and CEO of Circle. Courtesy of Circle.