Elm increases stake in Sahl Almadar, owner of Madar digital logistics platform
Elm Company, a pioneer in digital solutions, has announced the signing of an agreement to increase its stake in Sahl Almadar Trading Company, the owner of the Madar Digital Platform for logistics business management. The announcement was made alongside Elm’s strategic sponsorship of the Supply Chain & Logistics Conference 2025, the Kingdom’s largest gathering of supply chain and logistics decision-makers, held under the patronage of His Excellency Eng. Saleh Al-Jasser, Minister of Transport and Logistics Services.
Madar is an advanced digital platform designed to connect shippers and carriers, offering integrated solutions for managing logistics operations through a single, unified ecosystem. The platform supports real-time shipment tracking, process automation, integration with government services, a digital marketplace linking shippers and transport providers, and digital payment capabilities—enhancing efficiency, transparency, and reliability across the logistics value chain.
Eng. Abdullah Abdulrahman Al-Obeikan, CEO of Obeikan Group and Chairman of Sahl Almadar Trading Company, said the platform represents a qualitative shift in the Kingdom’s logistics sector.
“Madar brings together shippers, carriers, and regulatory entities within one digital ecosystem, contributing to operational efficiency and improved transparency. This step highlights the growing role of digital logistics in supporting Saudi Arabia’s economic growth and the broader national economy,” he said.
Mohammed bin Abdulaziz Al-Omair, CEO of Elm Company, said the increased investment aligns with Elm’s strategy to strengthen its advanced digital solutions portfolio and enhance service quality for beneficiaries.
“Our vision is to become the leading digital enabler for the logistics business sector. The future of logistics extends beyond moving goods—it is about delivering added value through efficiency, transparency, and speed,” he said.
Al-Omair added that integrating Madar’s technical capabilities with Elm’s advanced digital infrastructure will help develop a comprehensive, end-to-end logistics solutions ecosystem. This includes shipment planning, regulatory compliance, fleet management, digital payments, and operational analytics, supporting the Saudi market’s adoption of smart, data-driven logistics solutions.
The move also reflects Elm’s commitment to supporting Saudi Arabia’s digital and economic transformation objectives and reinforcing the Kingdom’s position as a global logistics hub.
Elm first announced its investment in Sahl Almadar Trading Company in 2021, acquiring a 30 per cent stake as part of its efforts to support entrepreneurship, strengthen local innovation, and expand digital partnerships in the logistics services sector. Increasing its stake represents a continuation of Elm’s non-organic growth strategy and its expansion within the B2B sector, where logistics is viewed as one of the most promising growth areas amid the sector’s ongoing transformation in Saudi Arabia.
The completion of the transaction remains subject to obtaining the necessary regulatory approvals.
