About us

After years of successfully delivering quality products and service, Abdul Lateef Jameel Electronics proudly launches its new retail stores and website “redsea” - An Omni channel, one-stop shop for electronics, appliances and air conditioning that provides premium and quality global brands at affordable prices. The concept behind the Redsea brand identity is inspired by the countless waves and varied coral reef of the RedSea. A strong conceptual partner to the idea that Redsea (retail and online) is supplying an almost never ending, varied selection of high-quality Electrical items

Over a decade ago, Abdul Latif Jameel Electronics and Air Conditioning was established to cater for the rising demand for electronics and home appliances by consumers in Saudi Arabia. Abdul Latif Jameel Electronics and Air Conditioning is part of Abdul Latif Jameel, a diversified business with deep roots in the Middle East, North Africa, and Turkey (MENAT region), which was founded in 1945 by the late Abdul Latif Jameel. Today, Abdul Latif Jameel Electronics and Air Conditioning is one of the most well-known electronics and home appliance providers in Saudi Arabia.

Our company has built strong alliances with market leaders such as Toshiba, Dora, Sharp, Bosch, White Westinghouse, Alpine, Rheem and Mekar, along with a host of other brands which specialize in consumer electronics and air conditioning units for both residential and commercial use. Our comprehensive product portfolio offers an end-to-end solution for all consumer electronic needs: televisions, flat screens, notebooks, refrigerators, freezers, washing machines, laundry centers, air conditioning units, gas cookers, microwave ovens, oil radiators, telecom products and a host of other appliances.

Abdul Latif Jameel Electronics and Air Conditioning also designs, installs and commissions technology-enabled solutions for the commercial air conditioning sector. Our engineers are well equipped to provide solutions with a wide variety of air conditioning products:- mini splits, ducted splits, packaged units, and so on. Our partnership with reputed air-conditioning brands such as RHEEM, Mekar, Sharp and DORA has enabled us to offer technology consulting for large air conditioning installations, systems integration and product engineering.

Abdul Latif Jameel Electronics and Air Conditioning also provides a complete range of business solution services by leveraging our electronic expertise and strategic alliances with leading technology providers across the globe to create solutions such as CCTV, Meeting Room Management, Video Walls - indoor and outdoor - and more for all types of businesses.

Since our inception, we have invested heavily in Research and Development, which led to our decision to introduce the Japanese brand ’ DORA’ to the market, a brand unmatched in quality, value and price. Being a proprietary brand of Abdul Latif Jameel Electronics and Air Conditioning the DORA range of products are manufactured in state-of-the-art units spread across the globe in Europe, Asia, North America and Africa. DORA products are engineered to suit the harsh local conditions and have a proven track record for quality and longevity.

Our business model includes a large retail chain spread across the length and breadth of Saudi Arabia. These outlets are designed to make a customer's shopping experience a memorable one, offering a broad product range, value for money and superior aftersales service. Abdul Latif Jameel Electronics and Air Conditioning has a comprehensive service network spread across the country with a strong team of experienced engineers and technicians.

Abdul Latif Jameel Electronics and Air Conditioning has a very strong presence in the distribution and projects business. Our distribution network caters to the traditional dealers and also to the contemporary channels of hypermarkets. Over 500 alliances in the country account for the dealer/ hyper network which offer our full range of products.

We take pride in building loyalty with our customers. Our service level for both sales and after sales ensures that our customers are satisfied and keep coming back to us, year after year.