Customer First
We place customers at the center of every decision and strive to exceed expectations.
STRATEGICVISION
Driving growth through digital innovation, market expansion, and operational excellence. Our strategy positions eXtra as the undisputed leader in consumer electronics retail across the Middle East.
Strategy
VISION & MISSION
Our Vision
To be the region’s most trusted destination for technology, electronics, appliances, and lifestyle solutions.
Our Mission
To enhance everyday life by delivering innovative products, trusted services, and exceptional customer experiences through operational excellence and continuous innovation.
Our Values
eXtra's Core Values
Ownership
We act responsibly, take initiative, and hold ourselves accountable for results.
Integrity
We operate with honesty, transparency, and respect in everything we do.
Excellence
We continuously improve, innovate, and pursue the highest standards of performance.
Teamwork
We collaborate, support one another, and achieve success together.
Strategy
GROWTH PILLARS
Four strategic pillars driving our expansion and market leadership
Digital Transformation
eXtra continues to advance its digital transformation strategy through investments in technology, data analytics, automation, and AI-enabled capabilities. These initiatives enhance customer experience, improve operational efficiency, and support sustainable growth while strengthening the company's position as a leading omnichannel retailer in the Kingdom.
Omnichannel Excellence
eXtra has built a seamless omnichannel ecosystem that integrates its stores, e-commerce platform, mobile application, and customer service channels. By delivering a consistent and personalized customer journey across all touchpoints, the company has enhanced customer convenience, strengthened loyalty, and expanded its market reach.
Fintech Expansion
Through Tasheel, eXtra continues to expand access to innovative and Shariah-compliant financing solutions that enhance affordability and customer purchasing power. This strategic focus has diversified revenue streams, increased customer engagement, and strengthened the company's value proposition within the retail ecosystem.
Strategic Partnership
eXtra continues to cultivate strategic partnerships with leading global brands, technology providers, financial institutions, and logistics partners to accelerate innovation and deliver greater value to customers. These collaborations enhance operational capabilities, expand service offerings, and support the company's long-term growth objectives.
COMPETITIVE ADVANTAGES
What sets us apart in the market
#1 in KSA
Market Leadership
Largest consumer electronics retailer in KSA with 57 stores and over 15 million customers.
9.8% Revenue Growth
Financial Strength
Achieved record sales surpassing SAR 7bn in 2025.
24% GP Margin
Profitability
Best-in-class margins reaching 24% in FY 2025.
5 Dividends
Shareholder Returns
Consistent dividend payout ratio of 70-80% of net profit.