Transparency, honesty, and accountability shape the foundation of our interactions with partners, distributors, employees, and customers. We also strictly adhere to legal and regulatory requirements, ensuring compliance and fairness as well as our own code of ethics.
Through continuous innovation, careful selection, efficient processes, and strategic pricing, we aim to deliver exceptional products and services that exceed expectations, ensuring the highest level of quality in every aspect of the shopping experience.
Forecasting market trends is crucial to our success. Our dedicated team monitors and analyzes emerging trends by leveraging cutting-edge technologies and data-driven methodologies to identify future opportunities and anticipate market shifts.
Delivering exceptional customer experiences is our end goal. By providing personalized solutions, prompt support, and ongoing engagement we build strong, long-lasting relationships that foster loyalty and drive mutual growth.
By prioritizing scientific integrity, we strive to deliver reliable, effective, and safe solutions to our customers. Our commitment to science-based products ensures that our customers can trust the quality, efficacy, and credibility of our brands' selection
Great achievements are the result of collective efforts and diverse perspectives coming together. We foster a culture of collaboration, where every team member's input is valued and leveraged. That way we are able to tackle complex challenges and deliver exceptional results
Deep Reservoir of Business expertise, Honed Over Years of Navigating Challenges
With over 25 years of experience, our general contracting and maintenance company serves both the public and private sectors in Saudi Arabia. Since its inception, the company has undertaken and successfully delivered numerous major projects. Our track record stands as a testament to our expertise, reliability, and commitment to excellence.
Dear Partners & Colleagues,
We find ourselves in an era of deep transformation, a reality we have been living in for several years now, and one that will continue to shape our lives in the near future. Social media, digitally native brands, fintech, artificial intelligence, and the remarkable speed our consumer base is adapting to it all.
We’re a resilient company that is leading a new definition of wholesale and distribution in Saudi Arabia at our core; to provide new skincare and cosmetics brands with a strategic partner helping them flourish in our region. However, we remain steadfast in adhering to our non-negotiable principles, continuing our mission to design a flawless customer experience and increase awareness and knowledge of care and wellness.
• To finalize our exclusive agency agreements with four more emerging brands from South Korea by the end of 2023. To repeat the success we have with our partnering brands using our own mix of distribution and marketing strategy.
• To take Some By Mi, our flagship partnering brand, into a new strategic direction, aligning our business goals with an innovative new product line, marketing strategy and refined positioning.
• To maintain and expand our distribution network. To collaborate with our customers, the retailers modern and traditional, and to help them achieve their sale targets in regards to our brands.
• To grow our e-commerce platform, Serfel.com, as the ultimate sanctuary for global brands, creating a trusted destination where consumers can rely on exceptional value and competitive pricing. In parallel, Serfel would serve as a platform to introduce conservative consumers to our selection of emerging brands coming from Korea and USA.
Company founded first boutique opens in Riyadh selling curated beauty and perfume
Continues growth Expansion with two additional branches strategically located in Riyadh
Product range expansion Introducing skincare products to our offerings in addition to beauty and perfume
Diversification Creating a distribution arm and penetrating the local market of cosmetics and beauty
Expansion into the Eastern region of Saudi Arabia opening a sales office there to streamline operations.
Market reach Signing sub-distribution agreements with traders extend our presence across the entire JSA market.
Seizing new opportunities introducing innovative new-to-market brands from the USA and South Korea
Strategic growth Securing partnership agreements with the top five wholesalers in the country
Strategic Clarity Pioneering new definition of wholesale and moving toward direct distribution model
Long-term partnerships with selected Korean brands followed by exclusive agency agreement with Some By Mi
Market penetration Launching Some By Mi brand awareness campaigns, introducing K-beaty to the region
Market share Our brands are carried Through +500 retailers, ecommerce platforms and leading pharmacy chains
Over the past few years, our partnership with Some by Mi- a best-selling and emerging Korean brand- has been nothing short of remarkable. Together, we have embarked on an incredible journey to make the Saudi Market one of the top growing markets for the brand. The following case study aims to highlight the pivotal role we have played in this remarkable transformation, illustrating how our collaborative efforts have propelled our partner to unparalleled success.
Our headquarters and main warehouse in Riyadh are responsible for all aspects of our company, including sales, marketing, logistics, scientific officer, and general management.
Our Dubai branch takes care of our distribution business of cosmetics and skincare products domestically in UAE and internationally. This includes sourcing products from manufacturers/suppliers, packing and shipping products, and managing inventory.
Our Cairo branch takes care of our distribution business of cosmetics and skincare products domestically in Egypt. Also, provides the IT solutions and web development services to our companies.
Our office in Seoul, South Korea provide a wide range of operational and logistic services to our company. These services include warehousing, shipping, customs clearance, and distribution.