Basamh Group Selects RELEX to Transform Supply Chain Operations 

Leading Saudi CPG Group embarks on digital transformation with the implementation of forecasting and replenishment solutions.  

Basamh Group, a leading force in brand-building, distribution, and manufacturing in Saudi Arabia, has selected RELEX Solutions, a provider of unified supply chain and retail planning solutions, to optimize their supply chain operations. This strategic move marks a major milestone in Basamh Group’s digital transformation journey, aligning with the broader objectives of Saudi Vision 2030. 

With over 75 years of industry leadership, Basamh Group has built a dynamic portfolio of companies that drive innovation and deliver consumer-centric solutions. Basamh Trading Company leads in retail distribution, GoodyCo specializes in marketing and brand building, Specialized Food Services excels in HORECA distribution, and Thokoman Foods, the group’s manufacturing arm in South Africa, ensures high-quality production. Together, these entities form a powerful ecosystem dedicated to building and expanding brands across the MEA region. 

With a broad range of companies within their ecosystem, Basamh Group recognized the opportunity to revolutionize their supply chain operations and built a roadmap to transition from conventional, manual methods to a forward-thinking, technology-driven approach. By implementing RELEX, Basamh Group can streamline their supply chain processes, improving forecasting, visibility, replenishment and coordination across their operations. 

“We chose RELEX for their proven expertise in planning and forecasting, particularly within the FMCG sector and the local market,” said Mohamed Nabil, Group IT Director Basamh Group. “Our goal is to embrace automation and leverage innovative technology to achieve our strategic milestones. With RELEX, we are well-positioned to enhance service levels, optimize operations, and strengthen our market presence.” 

By implementing forecasting and replenishment, Basamh Group has established a strong foundation to optimize their demand planning and supply chain operations, powered by a robust machine learning-based forecasting engine. With RELEX, they can incorporate demand-influencing factors into the engine to anticipate demand and automate replenishment with high accuracy. By utilizing automation in ordering, Basamh Group can also improve planning efficiency and boost sales through increased product availability of their food products.  

“We are pleased to support Basamh Group in their journey towards digital acceleration,” said Stefano Scandelli, SVP, Sales EMEA and APAC; and General Manager, Consumer Goods & Production, RELEX Solutions. “Their commitment to adopting new technology and achieving target milestones is commendable. Our solutions will enable Basamh Group to optimize their supply chain operations, improve efficiency, and enhance customer satisfaction.