Riyadh, Saudi Arabia – May 05, 2025: Panasonic Marketing Middle East and Africa (PMMAF) has announced a strategic partnership with the Saudi Company for Hardware (SACO), a leading electronics and lifestyle retailer in the Kingdom of Saudi Arabia. This collaboration introduces a direct supply model that connects a global manufacturer with a prominent local distributor, representing a meaningful development in Saudi Arabia’s retail and consumer electronics sector.

The agreement was formalized during an official signing ceremony in Riyadh, attended by senior leaders from both organizations. Among the attendees were Hiroyuki Shibutani, CEO of PMMAF; John Hardy, COO of PMMAF; Abdel-Salam Bdeir, CEO of SACO; and Makram Malaeb, COO of SACO.

The partnership follows Panasonic’s recent inauguration of its regional office in Riyadh, a strategic investment designed to expand its regional presence and deepen engagement with the Saudi market. By partnering with SACO, Panasonic aims to enhance its responsiveness to local demand, improve supply chain efficiency, and offer more personalized customer experiences through SACO’s extensive retail network.

In an official press release, Mr. Shibutani stated, “This strategic alignment allows us to cater to the unique needs of the Saudi market through SACO’s extensive retail network. SACO is recognized as a retail powerhouse in the Kingdom, and we are confident that through this collaboration, we have better opportunities to showcase the full spectrum of Panasonic’s cutting-edge consumer electronics and elevate the shopping experience for our Saudi customers, building upon our growing presence in the region.”

The partnership brings together Panasonic’s technological capabilities and comprehensive product range with SACO’s deep market insights and established consumer reach. The two companies aim to co-develop retail environments that reflect local preferences and elevate the in-store experience.

Commenting on the alliance, Mr. Bdeir, CEO of SACO, said: “Partnering directly with a global leader like Panasonic will enable us to provide our customers with an even wider selection of cutting-edge electronics, and a more seamless shopping experience. Together, we will strive to drive mutual success and showcase our shared ambition for excellence.”

In addition to commercial objectives, the agreement highlights a broader strategic vision focused on retail innovation, customer-centric engagement, and sustained market development. Panasonic and SACO are working to establish a new benchmark for collaboration between manufacturers and retailers in the Middle East, with the goal of driving innovation and creating lasting value in the Saudi consumer electronics market.