About eXtra
Powering Everyday Life Through Technology
Since 2003, eXtra has been helping customers across the Gulf discover, experience, and enjoy the latest innovations in technology, consumer electronics, home appliances, and lifestyle solutions.
What began as a vision to redefine electronics retail in Saudi Arabia has evolved into one of the region’s leading omnichannel retailers, serving millions of customers through a seamless combination of physical stores, digital platforms, and value-added services.
Today, eXtra stands as a trusted destination where customers find the world’s leading brands, expert advice, exceptional service, and innovative solutions that simplify and enrich everyday life.
Who We Are
eXtra, the retail brand of United Electronics Company (UEC), is one of the largest consumer electronics and home appliance retailers in the Gulf region.
We offer an extensive selection of products across technology, communication, entertainment, home living, and personal care categories, carefully curated to meet the evolving needs of modern consumers.
Our business is built on a simple principle:
Putting customers at the center of everything we do.
Through continuous innovation, operational excellence, and a customer-first mindset, we strive to deliver outstanding experiences at every touchpoint.
Our Journey
For more than two decades, eXtra has been at the forefront of retail innovation in the Gulf region. From opening our first store in Saudi Arabia to becoming a leading omnichannel retailer, our journey has been defined by growth, innovation, and an unwavering commitment to delivering exceptional customer experiences.
- 2003: The Beginning
Opened the first eXtra store in Riyadh, marking the start of a new retail experience for consumer electronics and home appliances in Saudi Arabia. - 2005: Expanding Beyond Retail
Introduced Extra Services, extending our commitment to customers through installation, maintenance, and after-sales support solutions. - 2010: A New Corporate Milestone
Transitioned into a Joint Stock Company, laying the foundation for the next phase of growth and expansion. - 2011: Public Listing & Digital Launch
Successfully completed the Initial Public Offering (IPO) and launched eXtra.com, expanding our reach beyond physical stores and into digital commerce. - 2012: Regional Expansion Begins
Entered the Omani market, marking eXtra’s first expansion beyond Saudi Arabia. - 2013: Growth Across the Gulf
Expanded into Bahrain, strengthening our regional presence and bringing the eXtra experience to more customers across the GCC. - 2014: Introducing Consumer Financing
Launched consumer financing solutions to make technology and home essentials more accessible and affordable for customers. - 2020: Continued Momentum
Exceeded SAR 6 billion in annual revenue despite the COVID-19 pandemic and the market conditions, demonstrating resilience, operational excellence, and growing market leadership. - 2023: Strengthening Customer Value
Partnered with Panda to manage all their electronics sections through introducing CliX, creating a new channel for eXtra, and reaching more customers. Launched JOOD Membership, delivering exclusive benefits, personalized offers, and premium experiences to our most loyal customers. - 2024: Store Network Expansion
Opened the 50th eXtra store in Saudi Arabia, reinforcing our commitment to serving customers across the Kingdom. - 2025: Marketplace Transformation
Launched the eXtra Marketplace, significantly expanding product selection and creating a broader digital ecosystem for customers and verified sellers.
Looking Ahead
As we continue to evolve, eXtra remains focused on shaping the future of retail through innovation, digital transformation, strategic partnerships, and exceptional customer experiences. Every milestone in our journey reflects our commitment to enriching everyday life and creating lasting value for our customers, employees, partners, and shareholders.
Our Scale & Impact
Today, eXtra serves around 15 million annual visitors through its extensive retail stores across the Gulf region.
Our network includes:
- 51 stores across the Kingdom of Saudi Arabia
- 2 stores in Bahrain
- 4 stores in Oman
- Dedicated service and support centers
Additionally, our leading e-commerce platform serves our customers across the region.
We offer more than 14,000 products from the world’s most trusted brands, making eXtra one of the largest destinations for consumer electronics, appliances, and technology solutions in the region.
What We Offer
Our product portfolio spans a wide range of categories, including:
- Technology & Computing
Laptops, desktops, tablets, accessories, networking solutions, and smart devices. - Mobile & Communication
Smartphones, wearables, communication devices, and connected technology. - Home Appliances
Large and small appliances designed to simplify everyday living. - Entertainment & Gaming
Televisions, audio systems, gaming consoles, and home entertainment solutions. - Personal Care & Lifestyle
Products that support convenience, wellness, and modern lifestyles. - Smart Living Solutions
Innovative technologies that create connected, efficient, and intelligent homes.
Customer Promise
At eXtra, we believe buying technology should be simple, rewarding, and worry-free.
Our commitment extends beyond the purchase through a comprehensive ecosystem of services designed to support customers throughout their ownership journey.
These include:
- Flexible payment and financing solutions
- Fast and reliable home delivery
- Installation and setup services
- Product protection plans and extended warranties
- Technical support and maintenance services
- Device migration and configuration assistance
- Repair services through authorized service centers
Our goal is to provide confidence, convenience, and peace of mind with every interaction.
Innovation & Digital Transformation
Technology is at the heart of our business.
We continuously invest in digital capabilities that enhance customer experiences and create seamless interactions across online and offline channels.
Whether customers choose to visit one of our stores, shop through our website, use our mobile applications, or connect with our support teams, they benefit from a unified omnichannel experience designed around convenience, personalization, and accessibility.
As retail continues to evolve, eXtra remains committed to leveraging innovation, data, and technology to better serve customers and create meaningful value.
Our People
Our success is driven by the passion, expertise, and dedication of our people.
We are committed to attracting, developing, and empowering talent while fostering a culture built on collaboration, accountability, innovation, and continuous learning.
Through training, career development, and leadership opportunities, we invest in creating an environment where individuals can grow, contribute, and thrive.
Sustainability & Community
At eXtra, we believe that long-term success is inseparable from positive social impact.
We actively contribute to the development of local talent, support community initiatives, and create opportunities that help strengthen the economies and communities we serve.
Our commitment extends beyond business performance to creating lasting value for customers, employees, partners, shareholders, and society.
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
- Customer First We place customers at the center of every decision and strive to exceed expectations.
- 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.
Our Operating Principles
- Customers are our highest priority.
- We communicate openly and respectfully.
- We honor our commitments and take accountability for our actions.
- We respect every individual and value diverse perspectives.
- We embrace learning, innovation, and continuous improvement.
- We act with agility and purpose to create lasting value.
Corporate Information
United Electronics Company (eXtra)
Commercial Registration No. 7018066717
E-Commerce Registration No. 2051232505
VAT Registration No. 300468781900003
Head Office
EKDA8868, 8868 King Faisal Ibn Abdulaziz Branch
3176 Ar Rawabi Dist.
34421
Al Khobar, Kingdom of Saudi Arabia