RIYADH: United Electronics Company (UEC), a Saudi firm, has announced the opening of its sixth eXtra store with an investment of SR10 million. Mohammad Galal, UEC CEO, said by 2011 eXtra, the Kingdom's premier retail outlet for consumer electronics and home appliances, is planning to have a branch network of 22 stores across the Kingdom. “Six branches in Riyadh alone, out of the Kingdom's total 16, is quite a commitment that no other electronics retailer has in one city,” said Galal. The growth in the Kingdom's electronics market is fuelled by increase in population, he said. He said the total volume of electronics market in Saudi Arabia is valued at SR5 billion amounting to 23.8 percent of consumer market. He said eXtra's leadership in electronic and home appliances market is due to its understanding of public needs and their purchasing behavior. eXtra always tries to offer a unique and enhanced shopping experience to the consumers by displaying a whole range of international brands that include television sets, audio systems, computers, mobile phones and IT gadgets, cameras, home appliances and personal care products, said Galal. Moreover, products at eXtra are also supported by a comprehensive after-sales service such as extended guarantee and free home delivery, AC installation and computer maintenance service anytime and anywhere, household machines and electronics repairs, he said. UEC established its first eXtra store in 2003 and within a seven-year period has achieved a record growth in its sales that reached more than SR3 billion. “eXtra ranks first as the fastest growing company among a list of 100 companies,” he said. Galal said eXtra has been investing extensively in human resource development program. The company that achieved a 25 percent in the Kingdom's Saudization program has trained 500 young Saudis in two and a half-year a period. The Saudis that received training program as salesmen, cashier and other job categories have entered the job market and found employment opportunities not only with eXtra but also with other retailers, he said. He however, said Saudi school dropouts required additional training in areas such as work ethics, discipline and punctuality. The company has been working closely with Technical and Vocational Training Corporation (TVTC) for training of young Saudis, he said.
