Exhibiting at The Hotel & Hospitality Expo Riyadh, 2025

Innovation Specialized Trading Co. (ISTCO)

Company Overview

Established in 2021 by Abdullah M. Alsaeed, Innovation Specialized Trading Co. (ISTCO) is a privately held trading company headquartered in Riyadh, Saudi Arabia. With a vision aligned to Saudi Arabia's Vision 2030, ISTCO specializes in importing, exporting, and distributing high-quality specialty and innovative goods across the GCC, Middle East, and Africa regions. The company's operations are executed through experienced professionals in management, operations, and sales teams, ensuring the delivery of best-in-class solutions and products.

Core Business and Services

ISTCO operates through four main business units:

• Hospitality FF&E and OS&E: Supplying hotel furniture, linens, kitchen equipment, and other operational supplies.
• Electrical Building Materials: Offering smart switches, sockets, LED lighting, and other electrical components.
• Smart Systems and Automation: Providing home automation solutions and smart control systems.
• Appliances Distribution: Distributing commercial and residential appliances.

These divisions enable ISTCO to cater to a diverse clientele, including hotels, restaurants, residential projects, and commercial establishments.

Product Portfolio

ISTCO's product offerings include:

• Smart Switches and Sockets: Featuring brands like Simon E6 Series (Madrid) and Simon E3 Series (Valencia).
• LED Lighting Solutions: Offering products such as Metallux COB Downlights and Pendant Mounted lights.
• Smart Home Devices: Including smart infrared remote controllers and wireless scene switches.
• Hospitality Products: Providing a range of FF&E and OS&E items tailored for the hospitality industry.

The company emphasizes innovation and quality, ensuring that its products meet international standards and client expectations.

Market Presence

ISTCO has established a significant presence in the Saudi Arabian market, with its headquarters located at 4348 Anas Ibn Malik Road, Al Yasmeen District, Riyadh 13326. The company has been involved in various projects, supplying products to hotels, restaurants, and residential developments. ISTCO's commitment to quality and innovation has positioned it as a trusted partner in the region's construction and hospitality sectors.

Strategic Partnerships

ISTCO collaborates with renowned international brands to offer high-quality products to its clients. Notable partnerships include:

• Simon: A leading brand in electrical switches and sockets.
• Metallux: A manufacturer of advanced lighting solutions.

These collaborations enable ISTCO to provide a diverse range of products that cater to the evolving needs of the market.

Future Outlook

With the ongoing development initiatives in Saudi Arabia and the broader Middle East region, ISTCO aims to expand its product offerings and market reach. The company plans to leverage its expertise and strategic partnerships to capitalize on emerging opportunities in the construction, hospitality, and smart home sectors.

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Note: All information is based on publicly available data as of 2025.