3 min read
Makkah – Al-Aseel has been part of Saudi wardrobes for generations. From thobes worn every day to the undergarments and essentials found in homes across the Kingdom, the brand has built a place in daily Saudi life that few local names can match.
Now, Al-Aseel is taking that legacy further online through Salla, giving customers across Saudi Arabia and beyond a more direct way to shop the brand digitally.
Founded in 1987 (1407 AH), and built on the Al-Jedaie family’s experience in fabric trading dating back to 1970, Al-Aseel grew from deep roots in textiles into one of the Kingdom’s most established names in thobes and undergarments.
Its range today spans thobes for men, young adults, and children, alongside undergarments and vests that have become everyday staples for millions of customers.
The scale behind the brand reflects just how far that journey has come. Al-Aseel now produces more than 60 million pieces every year, using over 7 million meters of fabric and cotton, while its products reach consumers through more than 2,000 customers and partners across Saudi Arabia, as well as distributors across the Gulf, Europe, Africa, and the United States.
Its move onto Salla brings that reach even closer to the customer, combining the strength of an established Saudi brand with a simpler digital shopping experience and more advanced tools for marketing and growth.
Mohammed Al-Kathiri, Marketing Manager at Al-Aseel, said:
“We chose Salla to make the shopping experience easier for our customers, while also benefiting from the wide range of marketing tools and integration options available on the platform.”
Nawaf Hariri, Founder and CEO of Salla, said:
“Al-Aseel is one of those brands that has become part of everyday life in Saudi Arabia, and we are proud to welcome a name with this level of heritage and recognition to Salla.
This partnership is about bringing that strong physical presence into a digital experience that is just as accessible, reliable, and ready for growth. It also reflects our role in helping established Saudi brands evolve, reach customers more directly, and continue expanding both inside the Kingdom and beyond.”
Al-Aseel’s move into ecommerce reflects a broader shift among established Saudi brands, where digital commerce is no longer simply another sales channel, but an increasingly important part of how brands stay close to customers, grow their reach, and build for the future.
As Salla continues to support tens of thousands of merchants and brands across the Kingdom, partnerships like this show how digital infrastructure can help some of Saudi Arabia’s most recognized names carry decades of trust into their next stage of growth.
About Al-Aseel
Al-Aseel is a Saudi company founded in 1987 (1407 AH), with roots in fabric trading dating back to 1970 through the Al-Jedaie family.
It is one of the Kingdom’s most established names in thobes and undergarments, producing more than 60 million pieces annually and using over 7 million meters of fabric and cotton.
Its products reach customers across Saudi Arabia, alongside distributors in the Gulf, Europe, Africa, and the United States.
About Salla
Salla is a leading Saudi ecommerce platform, the first ecommerce platform founded in Saudi Arabia and the largest in the Middle East, with more than 65,000 active subscribed stores and over SAR 45 billion in sales generated through Salla stores.
Salla enables merchants to create and manage their online stores through an integrated ecosystem that includes payments, shipping, inventory management, and marketing solutions.
