Panasonic Bolsters Saudi Presence With New Distribution Partnership

Japanese manufacturer appoints Al Essa Industries as new KSA distributor for Panasonic’s range of large home appliances

Riyadh, Saudi Arabia

Panasonic Marketing Middle East and Africa (PMMAF) today announced a dynamic new partnership with Al Essa Industries Co., appointing them as the distributor for Panasonic’s comprehensive range of premium large home appliances, including state-of-the-art washing machines and refrigerators, across KSA. 

This strategic alliance fuses Panasonic’s globally recognized portfolio of cutting-edge appliance technologies with Al Essa Industries’ deep understanding of the KSA consumer landscape as well as its extensive, well-established distribution network. The core focus of this collaboration is to precisely address the evolving needs and preferences of households throughout the Kingdom.

KSA remains a cornerstone market for Panasonic within the Middle East and Africa region. This significant partnership underscores Panasonic’s unwavering commitment to delivering a diverse spectrum of premium, locally attuned products meticulously designed to meet the unique requirements of the Saudi market.

Hiroyuki Shibutani, CEO, PMMAF, said: “This strategic appointment is a key component of Panasonic’s broader vision for growth and revitalization within the Kingdom. Simultaneously, it directly responds to the increasing demand from Saudi consumers for the latest advancements in home appliance technology.” 

John Hardy, COO, PMMAF added: “By partnering with Al Essa Industries, Panasonic is poised to introduce its newest innovations and comprehensive solutions, providing Saudi customers with an enriched selection of high-quality, Japanese-engineered home appliances, and therefore further deepening the strong relationships the company has cultivated.”

Recognizing the vast potential within Saudi Arabia’s thriving economy, Panasonic aims to leverage these emerging opportunities. This strategic move is further amplified by Panasonic’s recent inauguration of a new branch office in Riyadh earlier this year. This development underscores Panasonic's resolute dedication to providing premium Japanese-quality products and solutions, while fostering even closer collaboration with key local distributors and partners such as Al Essa Industries.

“This collaboration with Panasonic, a brand synonymous with quality and innovation, allows us to significantly enhance the offerings we provide to our valued customers in the Kingdom,” commented Eng. Abdullah Alshmassi – Chairman, Al Essa Industries. 

“We are incredibly optimistic about this partnership as this is also a strategic move for us at Al Essa to enhance our service offerings and operational capabilities. Panasonic’s extensive range of Japan-quality large home appliances perfectly complement our extensive network, and together, we are poised to drive growth and excellence, empowering customers across the Kingdom with innovative household technologies,” said Dr. Abdullah Abdulkarim – Chief Executive Officer Al Essa Industries. Al Essa Industries is recognized as one of the most successful homegrown holding companies in the Kingdom. It acts as an umbrella company for a group of operating subsidiaries located in Saudi Arabia. 

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About the Panasonic Group

Founded in 1918, and today a global leader in developing innovative technologies and solutions for wide-ranging applications in the consumer electronics, housing, automotive, industry, communications, and energy sectors worldwide, the Panasonic Group switched to an operating company system on April 1, 2022 with Panasonic Holdings Corporation serving as a holding company and eight companies positioned under its umbrella. The Group reported consolidated net sales of 8,496.4 billion yen for the year ended March 31, 2024. To learn more about the Panasonic Group, please visit: https://holdings.panasonic/global/

About Panasonic Marketing Middle East and Africa FZE (PMMAF):

Panasonic Marketing Middle East and Africa FZE (PMMAF) are the regional Headquarters, all functions related to Sales and Marketing, Supply chain and Customer service solutions, and Advertising functions under the brand name Panasonic are handled by PMMAF. The vision at PMMAF is to be the No 1 Customer-centric Company and No 1 Customer-preferred brand in the Middle East and Africa region. PMMAF website: http://www.panasonic.com