United Electronics Company (eXtra) honoured at Retail Asia Awards 2025

The company sets new benchmarks in retail excellence with its initiatives that foster innovation and growth.

United Electronics Company (eXtra) received the Electronics & Appliances Retailer of the Year - Saudi Arabia accolade at the Retail Asia Awards 2025, highlighting its reputation as the leading consumer electronics and home appliances retailer in Saudi Arabia. With 51 stores across Saudi Arabia and 5 stores across Bahrain and Oman, eXtra stands as the #1 omnichannel consumer electronics retailer in Saudi Arabia and the Middle East. By integrating retail, online, after-sales services, and consumers financing solutions, eXtra delivers a trusted, innovative, and value-focused experience to millions of customers.

From launching the first successful paid loyalty programme in its sector to achieving record-breaking performance in 2024, eXtra continues to lead the industry through strategic partnerships and focus on customer experience.

eXtra’s major milestones and market-defining decisions in the previous year include its revenue growth by 9.4%, reaching SAR6.78b, up from SAR6.20b in 2023. Its net profit also surged by 37%, hitting SAR534.4m, compared to SAR390.5m the previous year.

eXtra also signed a 10-year commercial partnership with Panda, the leading super/hyper market retail company in KSA, in December 2023. Under the brand name “Clix,” eXtra will manage electronics and home appliance departments inside its partner’s stores, expanding its reach to over 100 million annual shoppers in the Kingdom of Saudi Arabia.

Additionally, the company’s enhancement of its mobile app and website in 2023 contributed to a 30.4% increase in YOY online sales. This now represents over 23% of total revenues.

The company celebrated the opening of its 51st store in Saudi Arabia as well, strengthening its physical presence and local reach.
On top of these, eXtra made history by launching Jood, the first successful paid loyalty programme in the regional retail space, resulting in a noticeable change in customer stickiness.

The company also turned challenges into opportunities. An example of this is the launch of Baseeta, a hybrid innovative product that offers BNPL-like flexibility and allows customers to spread their payments over up to 36 months.

eXtra’s integrated retail approach also provides services that bridge in-store and online experiences, including click and collect, order-from-store delivery, same-day express delivery, back-in-stock notifications, discovery tables for hands-on product experiences, electronic shelf labels (ESL) for real-time pricing, and self-checkout stations.

Artificial intelligence has also been integrated into multiple areas of the business. AI-driven analytics are now powering smarter marketing, with promotions based on customer behaviour and preferences.

Through its finance arm, Tas’heel, eXtra also continues to expand tailored consumer finance solutions.

With a future-focussed strategy, eXtra is not just keeping pace with modern retail but is setting it.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in the Asia-Pacific region. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].