Graphics card vendor Sapphire Technologies has strengthened its regional go-to-market model with the appointment of Al Yousuf Distribution as a regional distribution partner with resell rights across the Middle East and Africa.
The appointment of Al Yousuf completes a significant overhaul of Sapphire’s regional distribution channel spearheaded by the vendor’s regional boss Mohammed Ibrahim since he took on the role last year. The distribution shake-up has seen several new partners awarded Sapphire distribution rights. Aptec had previously operated as a regional distributor for Sapphire but that relationship has now ended.
“The appointment of Al Yousuf gives Sapphire a strong channel presence in key markets such as Egypt that hold tremendous potential,” said Mohammed Ibrahim, regional manager at Sapphire. “We are very comfortable with the line-up of distributors that Sapphire now has in the region.”
Alongside Al Yousuf, Sapphire also has a number of in-country distributors taking its products to market. In Saudi Arabia both MSO and Bawader hold distribution rights with DigitalME and Albaloo enjoying similar status in Iran. In the UAE both MSO and Ashley hold Sapphire distribution rights. The aptly named North Africa Distribution is also part of Sapphire’s regional distribution dream team serving the North Africa market.
Al Yousuf plans to draw upon its regional operations to build sales of Sapphire products across the region. The distributor operates a central stocking facility in Jebel Ali but also boasts local touch points in Egypt, Saudi Arabia and Jordan. Building retail channels will also be a major priority for Al Yousuf.
“One of our main targets will be the retail business, which holds strong future prospects in the Middle East,” said Shahid Mahmood, general manager at Al Yousuf Distribution. “We have been in talks with retailers and Al Yousuf also has its own retail operations within the group.”
According to ATI, the supplier of the graphics processors used in Sapphire’s graphics cards range, the new partnership with Al Yousuf opens up significant scope for sales growth within the region. ATI believes that Sapphire has the potential to double its sales in the region during the next year.
Rauf Baig, senior regional sales manager at ATI Middle East and Africa, commented: “This is clearly a turning point. ATI, Sapphire and Al Yousuf is an excellent combination.”
Al Yousuf and Sapphire are holding a joint seminar in Egypt on June 15th to showcase the new relationship and build strong links with in-country channel partners.
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