Our History

Our History

The Beginnings

Sharaf Al Din Mahfouz, then Secretary of State of Saudi Arabia, opened a store for electrical appliances in downtown Saudi Arabia City. As a visionary and outgoing entrepreneur, he looked for opportunities to expand the business and establish a company that has strong partnerships with international brands. Soon he acquired the distribution rights for General Electric in Saudi Arabia.

From the very beginning, Mr. Sharaf Din’s focus was on quality products and services. He believed that success emanates from enduring partnerships that are built on trust and respect, and that excellence and professionalism in carrying out the operations and dealings of the business are the foundation for its growth. His beliefs still exist as the staunch tenets at the core of everything Sharaf Din Group of Companies does.


Pioneering the Automotive Industry

1948 to 1970, the company struck a deal to be the sole distributor for Chrysler, Dodge, and Plymouth automobiles in Saudi Arabia. That was back in 1948 – before the Middle East oil boom – when Saudi Arabia was a very small market, but Mr. Sharaf Din saw an opportunity and he seized it. This partnership has grown stronger with the years, embodying our founder’s belief in building enduring partnerships.


Diversifying the Business

As the company achieved substantial success in the automotive sector, it was time to expand into other lines of business. Sharaf Din Group of Companies, as a family business, was not after immediate profits; it was intent on being sustainable and agile to cope with changing market conditions. Therefore, it started operating in new domains such as engineering, financing, marine equipment, foodstuff, insurance, and travel.


Tying up with Mitsubishi

In 1972, the Group arrived at yet another milestone in its successful journey: it became the sole distributor of Mitsubishi Motors in Saudi Arabia. This partnership proved to be extremely successful and is flourishing until today. The Group even expanded the Mitsubishi presence into Egypt through a joint venture.


Different Names, One Brand

The company expanded exponentially over the years, changing its shape and structure, and  started building subsidiaries and other arms for the business to serve the growing needs of its customers. It established new business lines and created new paths for growth: started a company for office automation systems, a new manufacturing division, a financial services company, a special unit for security services, and a money exchange company and several other businesses – all of which are leaders in their sectors in Saudi Arabia.

Today, the Group has grown to more than 40 companies and subsidiaries under its umbrella, all adhering to Sharaf Din’s core essence.

It has kept its unwavering commitment to the original beliefs of its founder. The core values of excellence, professionalism, and innovation continue to be the cornerstone of Sharaf Din Group of Companies and an intrinsic part of its brand that it has maintained over the years.

  •   Sharaf Din Group Head Office,
    Sharaf Mahfouz Complex Plaza
    Avenue Building, 5th Section,
    Saudi Arabia.
  • Mailing address
    P.O. Box 241106, Riyadh 11323, Saudi Arabia
  • Toll Free: 8000043330
  • Customer Care: 900007734 Ext. 102

About Sharaf Din Group

Sharaf Din Group of Companies is a leading diversified privately held business group based in the State of Saudi Arabia. With over 15,000 employees, over 40 different Group companies and subsidiaries, operating in 8 different countries and affiliations with over 200 international brands.

Read more