Global Topic: Panasonic and Alessa strengthen strategic partnership to provide innovative home solutions in Saudi Arabia

Alessa became the brand’s distribution partner for its major appliances in May this year, as Panasonic reaffirmed its commitment to bringing its latest innovations and best services to local consumers.

Jeddah, Saudi Arabia – Panasonic Marketing Middle East & Africa (PMMAF) and Alessa (Hamad A. Alessa and Sons Co.)  formally announced their landmark partnership at a press conference held at the Jeddah Marriott Hotel, reaffirming their shared vision to deliver premium Japanese excellence and innovative life solutions to consumers across Saudi Arabia.

Alessa became the brand’s distribution partner for its major appliances in May this year, and with a formal announcement, the two brands join forces to bring Japanese excellence, innovation, and reliability through Alessa’s extensive reach and local market expertise. Through this alliance, the two companies will enhance product availability and service presence of Panasonic, and ensure the earliest availability of the latest range of major appliances like refrigerators, washer & dryers, and air conditioning systems, designed to meet growing demand for reliable, energy-efficient solutions in the Kingdom.

Speaking at the event, John Hardy, Chief Operating Officer of Panasonic Marketing Middle East & Africa FZE, said: “By combining our advanced Japanese technologies with Alessa’s proven expertise, we aim to deliver smarter, cleaner, and more sustainable solutions that elevate the quality of everyday life in the Kingdom. Saudi Arabia is a critical market for Panasonic, and our partnership with Alessa is a significant step in reinforcing our commitment to the local market.”

“At Panasonic, authenticity is our compass and Japan Quality is our promise. Inspired by a heritage rooted in craftsmanship, respect for people, and harmony with nature, we are committed to delivering products that combine thoughtful design, long-lasting performance, and sustainable innovation. Our mission, ‘Create Today. Enrich Tomorrow.’, guides everything we do; and this partnership with Alessa reflects that mission by bringing smarter and more meaningful solutions to Saudi consumers,” he added.

Abdullah Alshmassi – Chairman of Alessa asserted “Our partnership with Panasonic represents a milestone in Alessa’s journey of bringing world-class brands and solutions to Saudi households. For decades, Alessa has been committed to delivering trusted home solutions to our customers, and this collaboration allows us to combine that legacy with Panasonic’s global innovation leadership. Together, we will continue to enhance consumer experiences and strengthen our contribution to the Kingdom’s Vision 2030 goals.”

Abdullah Abdulkarim – Chief Executive Officer, Alessa said “Panasonic’s reputation for reliability and cutting-edge Japanese technology perfectly complements our market expertise and distribution network. This partnership will not only expand product availability and after-sales support across the Kingdom, but also set new benchmarks in quality and customer satisfaction. Our shared vision is to deliver smarter, more sustainable solutions to meet the evolving needs of Saudi families.”

Panasonic is strengthening its presence across the Middle East and Africa through strategic investments, high-value partnerships, and an expanded product portfolio focused on sustainability and customer-centric innovation. The brand’s regional growth strategy is closely aligned with Saudi Arabia’s Vision 2030 goals of promoting sustainable lifestyles and consumer well-being and is rooted in local partnerships, product localization, and digital transformation. A key milestone in this journey is the recent opening of Panasonic’s new branch office in the Kingdom. This brings Panasonic closer to its customers, enabling faster support, stronger value creation, and a deeper understanding of local needs.

The event showcased Panasonic’s latest innovations in air conditioning and home appliances, highlighting the brand’s commitment to innovation, sustainability, and customer satisfaction. Key highlights included next-generation air conditioners with nanoe™ X technology for healthier indoor environments, premium refrigerators with Nutri Tafreez & Prime Fresh technology, and the brand’s latest washer-dryer range featuring a dedicated Thoub and Abaya Wash function tailored to Gulf region consumer needs.