21-05-2025
SARCO named sole distributor for Samsung consumer electronics in Oman
Muscat – With a broader aim to reshape the consumer electronics landscape in Oman, Al Seeb Technical Establishment (SARCO) LLC has been appointed the sole authorised distributor for Samsung consumer electronics across all retail and business channels in the sultanate. The announcement, effective from April 1. marks a significant upgrade in the partnership between SARCO and Samsung, one that spans over four decades. This was announced during a press conference at the Sheraton Oman Hotel on Monday.
This new designation entrusts SARCO with full distribution responsibilities for Samsung's entire lineup of consumer electronics—including refrigerators, washing machines, televisions, audio systems, air conditioners and commercial B2B solutions. It also signals a complete transition from Samsung's earlier Fulfillment Distribution model to a more dynamic Full Distribution model in Oman.
Speaking during the press conference, Sanjeev Awasthi, CEO of SARCO said, 'This is a milestone moment in our journey with Samsung. The trust that Samsung has placed in SARCO speaks volumes about our market capability and commitment. This new chapter enables us to bring Samsung's cutting-edge innovations closer to consumers across the country. With this full distribution model, SARCO now has the operational flexibility to offer enhanced services, tighter supply chain integration, and more impactful engagement with retailers and end-users. This will help raise the bar for consumer experience and support.'
This new latest decision also brings clarity to the distribution landscape: all previous distribution arrangements with other entities for consumer electronics in Oman have been terminated, consolidating Samsung's representation exclusively under SARCO. The announcement event was attended by prominent figures from Oman's retail sector, government ministries, banking institutions, corporate clients.
Awasti added, 'Samsung is a pioneer in smart, user-centric technology. With the passion and expertise of the SARCO team, we are confident in deepening Samsung's presence and delivering a seamless experience for every Omani household and business.' He added that with SARCO at the helm, Samsung's distribution and service ecosystem in Oman is expected to become more responsive, integrated, and locally empowered—ensuring that consumers benefit from world-class technology, backed by reliable, homegrown support.
