From 6th to 8th September we attended Index Saudi Arabia 2022, the longest-running interior design event in the Middle East. For more than 30 years the fair has been creating business and networking opportunities for interior design professionals such as manufacturers, designers, retailers, distributors and contractors.

Once again we had at our side Alraja Company Ltd, the protagonist of this new Frezza Partner Insights article.

The company, founded in 1965, has developed its business in the home and office furniture market in Saudi Arabia and is structured with elegant showrooms and a team of highly competent professionals, as well as a high-level logistics organisation.

Thanks to its success in developing major projects in the Kingdom’s major cities, Alraja is today recognised as a premium contractor.

Tariq Butt, General Manager of Alraja, answered our questions.


1. What were your expectations when you decided to attend this year’s edition of Index?

We decided to participate to Index Saudi Arabia 2022 with a networking goal: establish new contacts with the design community and with contractors. Trade fairs are aimed exclusively at professionals, so they are the ideal place to intercept the right people. In this context we were able to show new products to a selected audience, explain their features in detail and give people the opportunity to experience them in person.

2. What types of visitors did you encounter during the event?

At Index Saudi Arabia 2022 we met many designers, architects and buyers. The numbers far exceeded our expectations: over three days, around 15,000 people visited the International Convention and Exhibition Centre in Riyadh. There were also many exhibitors: more than 250, from over 20 countries.

After facing a complicated period due to the pandemic and the resulting social distance, we didn’t expect such a strong turnout.

3. Could you summarize in a few words the values on which the partnership with Frezza is based?

Our relationship with Frezza has been going on for over forty years and is one of the oldest we have established: we started working together back in 1977. The foundation of our partnership is mutual trust.

We meet regularly to understand how we can improve the service we offer our customers: constant comparison is necessary to understand the market, anticipate trends and find efficient and innovative solutions.

We are the exclusive Frezza dealer for Saudi Arabia: over the years we have developed and cultivated a mutual commitment to be able to meet each other’s needs.

4. Your comment on the days spent at the fair with Frezza.

The days spent with Frezza at Index Saudi Arabia 2022 were very fruitful, because our sales force was able to meet new potential customers to whom we could present the company’s innovative products. The fair was a valuable opportunity for my team to learn more about Frezza’s products and how they should be presented in order to highlight their most distinctive features.

During the few breaks we were able to informally discuss on how the fair was going and talked about the feedback we received. The shared feeling was that we all felt like members of one team.

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