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Lenovo reveals logistics prompted Asbis hire

Vendor says in-country logistics capabilities influenced decision to add Asbis to its distribution line-up in KSA

Khaled Kamel says Lenovo has been “laying the ground work” for achieving a stronger performance in Saudi Arabia.
Khaled Kamel says Lenovo has been “laying the ground work” for achieving a stronger performance in Saudi Arabia.

Lenovo has confirmed that Asbis’ in-country logistics investments were a major factor in its decision to appoint the company as an official distribution partner in Saudi Arabia.

As first revealed by Channel Middle East back in May, Asbis has begun marketing the vendor’s hardware products to resellers and retailers in the Kingdom after the vendor moved to strengthen its channel network in the country.

Regional boss Khaled Kamel insists Lenovo has been “laying the ground work” to increase its brand profile in Saudi Arabia during recent months and selected Asbis ahead of other potential distribution partners after sizing up its logistics capabilities.

Being a vendor that is 100% channel oriented, it’s important for us to have confidence in the entire route to market,” explained Kamel. “Asbis is one of the few distributors that handles its own logistics in Saudi allowing it to control the flow of products, and serve customers in a faster and more efficient manner, a key decision-making factor for us."

Asbis has almost 30 staff working in the Kingdom after opening a fully-fledged subsidiary in Riyadh last year. It is carrying Lenovo’s full product line-up, including its ThinkPad and IdeaPad mobile PC lines.

“Lenovo’s product line is a valuable addition to our retail and SMB customers and complements our product and service offering, which focuses on reliability and innovation,” stated Hesham Tantawi, VP Middle East and Africa at Asbis.

We are also very excited about bringing the consumer IdeaPad line to market and see a huge potential for growth, building market share in the highly competitive yet lucrative market of Saudi Arabia, he added.

Asbis recently published its financial results for the second quarter of the year, revealing a US$300,000 loss on sales down a massive 33% year-on-year to US$231m following difficulties in Eastern Europe and Russia. The company’s Middle East operation was the only part of the business to grow during the three months to the end of June after posting a 2% year-on-year rise in sales to US$40.6m.