A trading agreement was signed at the Marriott Hotel in Riyadh between Sterling Parfums and Alessa International Trading Company to distribute Sterling Parfums products exclusively in Saudi Arabia. Sterling is globally recognized as one of the largest manufacturers of Western and Eastern perfumes in addition to hair and skin care products, with more than 16 brands in more than 95 countries, their brands appeal to all segments and choices. The exclusive agreement was signed with Alessa International Trading Company which owns several brands in the local Saudi market and is a promising company with experience in the perfume, hair and skin care and textile industries.
The launching ceremony was attended by the Chairman of the Board of Directors of Alessa International Trading Company, Mr. Saud bin Abdulaziz Alessa who holds multiple leadership positions in several Saudi companies and Mr. Ali Fakhruldin, Chairman of Sterling Parfums, who is considered to be one of the leading businessmen in his field, along with a number of media professionals and major distributors operating in the field of perfumes and cosmetics. The ceremony witnessed a detailed presentation of the brands to be distributed in the Saudi market and the intended launching plan in addition to a display of all products in the accompanying gallery. Mr. Saud Alessa has stated that this agreement is an added value to the perfume and personal care products market in Saudi Arabia, as it provides a variety of quality options to the end consumer, and he emphasized that elite brands are no longer limited to a certain segment of the market, but is obtainable to all segments, as today’s signing includes the finest brands with high-quality products and adequate prices. On the other hand, Mr. Fakhrulddin has stated that they have been seeking the right opportunity to integrate the Saudi market as it has one of the highest purchasing powers within the region, one that every global company aspires to be in.
The signed agreement includes the exclusive distribution of several famous brands such as ARMAF, Cosmo, Estiara, Bioluxe within Saudi Arabia.