Ashtel Trading Est., headquartered in Riyadh, Saudi Arabia, is a leading multi-brand distribution and trading enterprise, specializing in consumer electronics, IT & communication technologies, safety products, and home appliances. The company plays a strategic role in the GCC’s electronics and safety gear market with a robust distribution network across Saudi Arabia and strong brand affiliations.
Company Background
Established as a branch of the broader Ashtel Group, Ashtel Trading Est. has cemented its presence in the Saudi market through an expansive portfolio of electronics and safety products. Leveraging decades of industry experience and regional expertise, the company has built deep-rooted relationships with retail chains, corporates, and institutional buyers.
Core Business
Ashtel Trading Est. is primarily engaged in:
- Distribution of electronics and communication products
- Wholesale supply of industrial safety gear
- Retail and project-based B2B sales
- After-sales and technical service support
The company operates through multiple regional branches and warehouses located in Riyadh, Dammam, Jeddah, Al Khobar, and Hofuf.
Product Portfolio
Ashtel’s diversified product range includes:
- Consumer Electronics: Mobile phones, tablets, smartwatches, multimedia systems.
- IT & Networking: Wireless routers, switches, Ethernet cables, keyboards, mice.
- Home Appliances: Vacuum cleaners, air purifiers, kitchen appliances.
- Industrial Safety: Helmets, gloves, reflective vests, safety boots under brands like Komy Safety.
- Surveillance & Security: CCTV cameras, DVRs, biometric access controls.
- Accessories: Mobile accessories, gaming peripherals, chargers, USB hubs.
Unique Selling Proposition (USP)
- Multinational Brand Partnerships: Authorized distributor of brands like Microdigit, Heatz, Orino, Nyork, and Endefo.
- Custom Distribution Solutions: Adaptable logistics and inventory control for high-volume clients.
- Pan-Saudi Presence: Physical branches across all major cities enabling rapid delivery and support.
- In-House Brands: Distribution of proprietary and white-labeled safety products and tech accessories.
Financial & Market Insights
While exact revenue figures are not publicly available, Ashtel’s operational scale suggests significant turnover. The consumer electronics and safety gear sector in Saudi Arabia is estimated to exceed SAR 5 billion annually, with Ashtel holding a strong regional market share in the mid-segment distribution category.
- Estimated Annual Volume: Over 2 million SKUs of mobile and tech accessories sold yearly (based on regional stockist data and partner brand statements).
- Top-performing Product Lines: Mobile chargers, wireless earphones, and safety footwear.
Shipment and Export Data
According to data from platforms like ImportYeti, Ashtel Trading Est. engages in consistent inbound shipping from China, India, and UAE to Saudi ports such as Jeddah Islamic Port and Dammam Port.
- Estimated Inbound Shipments: 20–25 containers monthly across all categories.
- Primary Import Categories: Mobile accessories, small electronics, industrial PPE gear.
Target Market
- Retail Chains: Hypermarkets, electronic stores, and shopping malls.
- Corporate Clients: Government tenders, oil and gas sector, manufacturing industries.
- E-commerce Channels: Supplies partners with SKUs for platforms like Noon, Amazon.sa, and Jarir.
- Small Retailers: Via B2B distribution in second-tier cities and towns.
Capabilities
- Warehouse Infrastructure: Over 30,000+ sq. ft. of storage across major cities.
- Fleet & Logistics: In-house delivery vehicles and partnership with third-party logistics providers.
- CRM & ERP Systems: Integrated tools for supply chain tracking, billing, and client management.
- Technical Service Centers: For branded electronic products across key locations.
Certifications and Compliance
- SASO Approved: All electronics and safety products comply with Saudi Arabian Standards Organization regulations.
- ISO 9001 Certified Partners: Works with ISO-certified vendors for quality assurance.
- Customs Compliance: Registered and approved as a regular importer and distributor under ZATCA (Zakat, Tax and Customs Authority) standards.
Customer Testimonials
While customer testimonials are not extensively published online, Ashtel's long-term relationships with retail chains like Lulu Hypermarket, Nesto, and Carrefour KSA reflect high satisfaction levels in procurement and logistics efficiency.
Major Achievements
- Over 10,000 active B2B clients served across the Kingdom.
- Strategic partner to over 7 international brands in the GCC region.
- Expansion into industrial safety sector with strong performance in Eastern Province oil & gas markets.
- New product line launches every fiscal quarter with aggressive go-to-market campaigns.
Ashtel Trading Est. stands as a critical link in the consumer electronics and safety gear supply chain in Saudi Arabia, consistently delivering value through operational scale, reliability, and multi-category product depth.
