Brother International Gulf aims for stronger market presence in KSA with strategic partnership with eXtra

Press release

Published May 28th, 2012 - 08:15 GMT

Brother International Gulf FZE, a leader in home and business IT peripherals that focuses on the ‘Customer-First’ approach, has recently signed a strategic partnership agreement with United Electronics Company eXtra, Saudi Arabia’s fastest-growing consumer electronics and home appliance retailer. Under the terms of the partnership, eXtra’s 25 stores across the Kingdom will retail Brother International Gulf FZE’s wide range of Printers and Multi-Function Centres MFCs. The move is part of the company’s strategic initiative to expand its market presence in KSA and the rest of the Middle East region. The new partnership also complements recent industry reports showing that Saudi Arabia will be a major contributor in the expected USD 7.6 billion growth of the region’s printing industry.

Brother International Gulf FZE senior officials have shared that the growing consumption of printing products and the use of new printing technologies in the Kingdom has created new business opportunities for both local and foreign suppliers and printing technology vendors. Looking to take advantage of this opportunity, Brother International Gulf FZE has teamed up with eXtra stores for the former’s latest line of printers. The partnership also covers retailing of Brother International Gulf FZE Genuine Consumables like ink cartridges and related accessories, which provide users with a three year warranty on all Brother International Gulf FZE Mono and Colour Laser products and one year warranty on all Inkjet Multifunction Centres through its 13 service centres in the Kingdom of Saudi Arabia.

“eXtra’s reputation is built on offering the widest product range available in the market at the best possible prices with the support of strong after sales services,” said Mohammad Galal, Chief Executive Officer, United Electronics Company eXtra. “Over recent years we have witnessed demand for highly efficient and eco-friendly printers grow steadily in the Kingdom, and our partnership with Brother international Gulf FZE will ensure we are able to continue meeting the ever evolving requirements of our valued customers.”

Currently, eXtra provides the over 10 million customers it serves annually with more than 12,000 products across its now 25 stores. In addition, eXtra recently introduced its online shopping portal www.extra.com, the first fully fledged electronics and home appliance website of its kind in the Kingdom.

“Our partnership with eXtra could not have come at a better time as the Middle East region’s printing industry is expected to key in large growth by 2012, with Saudi Arabia being named as one of the major drivers for this development. The alliance will give us the opportunity to leverage our extensive line of MLPs and MFPs across various industry verticals in the KSA, particularly in the SME and SOHO segments. We are confident that this new partnership will help us in our continued move to create stronger market presence in the KSA and the rest of the region,” concluded Soichi Murakami, Managing Director, Brother International (Gulf) FZE.

Background Information

Brother Gulf

For more than a century, Brother has won recognition as a brand synonymous with delivering product innovation and customer satisfaction. Founded in 1908, Brother is now a leading brand that produces quality innovative products for the print and imaging, labelling and sewing markets. Key products include laser printers, Multi-Function Centres (MFCs), fax machines, labellers, label printers, and a wide range of home and industrial sewing machines. A trusted brand worldwide that believes in the “Customer First” approach in all aspects of our business, Brother has continuously met the varied needs of our customers through our comprehensive range of quality solutions.