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Packard Bell confirms agreement with ICC in KSA

Vendor hopes deal will increase the popularity of its brand in the retail channel

Packard Bell confirms agreement with ICC in KSA
Shashank Sharma has said that there are still markets where Packard Bell is looking to expand its distribution coverage.

Packard Bell has formally confirmed the appointment of International Computer Company Group (ICC) as its distributor in Saudi Arabia.

As revealed in Channel Middle East last month, the Acer-owned cousumer PC brand is currently in the process of building out its distribution structure throughout the region.

Raed Shream, country sales manager for Packard Bell in Saudi Arabia, believes 250-strong ICC has the sales coverage to take its products in front of the consumer.

"ICC is a well-established group of companies with a vast network of retail stores, having a proven track record in IT distribution within Saudi Arabia, and we are confident that they are best positioned to help Packard Bell grow," he said.  

ICC is one of the largest technology groups in Saudi Arabia and operates a number of different channel businesses.

Ashraf Shendy, business development manager, at ICC insists there is a real opportunity for the Packard Bell brand to prosper in the Saudi market.

"We have the resources, the retail presence, market experience and knowledge to make Packard Bell products widely available across Saudi Arabia. We are also in a position to provide excellent after sales service for all Packard Bell products," he said.

Packard Bell also works with other distributors in the region, including Trigon in the UAE, Redington, Better Business and Distinet.

Shashank Sharma, regional sales director for Packard Bell, said last month that the company believes there is still plenty of room for further expansion.  

"I don't think in any of the markets we would want to say our distribution network is already done and dusted," he said. "You would always like to say there are opportunities for people. Qatar, Kuwait, Oman and Jordan are places you would look at [for distributors] and even in markets like Saudi Arabia, one distributor might not be enough because of the sheer credit requirements for the channel."

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