NewBoy Partners with MDSap Tech for SAP for Retail on HANA

Real-Time Data Analysis Enables NewBoy to Deliver Innovation in GCC’s Fast-Paced Retail Market, Reaching Nearly USD 300 Billion in 2018

DUBAI, United Arab Emirates NewBoy, the region’s leading distributor of toys, stationery, food, and nursery products, and SAP, the market leader in enterprise application software, and MDSap Tech, a regional provider of world-class integrated solutions, announced today an agreement for the supply and maintenance of SAP Retail on HANA Platform to NewBoy.

With an extensive distribution network across the Middle East and North Africa, NewBoy is ideally positioned to leverage the real-time in-memory capabilities of the SAP HANA platform to drive innovation.

Thanks to new malls, luxury retail, brands and branches, and growing e-commerce, the GCC’s retail sales are set to grow at 7.3 percent CAGR to 2018, when it will reach USD 284.5 billion. The UAE in particular is a hub, with retail sales growing by 20 percent from 2009 to 2013, when it reached USD 51.2 billion.

With SAP HANA analyzing large volumes of data, NewBoy can identify customer trends and stocking patterns, unlock new opportunities for customer promotions, and enhance costs and IT flexibility.

Bassam Abidin, Chief Operating Officer at NewBoy said: “The accelerated growth rate NewBoy experienced during the past two years and the new businesses we expanded into, have presented us with a new set of challenges from to order-to-cash process, to inventory management, to agile and single version of truth reporting platform.

“This strategic journey we embarked on with SAP today will drive operational excellence, optimize inventory planning and forecasting, and increase efficiency across the organization. The SAP on HANA platform will further leverage our decision making, budgeting, and control allowing complete visibility through SAP’s business intelligence and mobility tools,” added Bassam Abidin.

Tony Achkar, Group Managing Director of MDS ap Tech, said: “We are delighted to be the partner of choice to work with NewBoy and SAP on this project. By adopting SAP Retail on HANA, NewBoy will be shifting from its current disconnected processes into working with a streamlined, automated, best practice based system that will allow the company to manage and grow their business in a much more efficient manner. On the other hand, SAP HANA will have a meaningful impact on NewBoy’s sales, revenue as well as customer retention as NewBoy management will be able to make decisions and take timely actions based on real time data from their stores and company facilities. “

As Alpen Capital predicts the expansion of the UAE’s home-grown retail brands will set off another wave of retail sector growth, NewBoy is demonstrating best practices in infusing technology in the retail sector.

Tayfun Topkoc, Managing Director, SAP UAE, said: “We’re dedicated to guiding NewBoy, one of the UAE’s leading home-grown brands, in their expansion journey, in line with their goals of being an innovative and sustainable company.

“Our SAP for Retail on SAP HANA leverages global best practices in enabling NewBoy to simplify their business practices and deliver new levels of operational efficiency. As a result, NewBoy can transform the customer experience and enhance its role as an innovation leader in the region’s rapidly-growing retail-based economy,” added Topkoc.

Photo Caption:

[NewBoy and SAP – Group.jpg] NewBoy, SAP, and MDSap Tech signed an agreement to drive technological innovation in the region’s retail sector.

[NewBoy and SAP – Handshake.jpg] (Left to Right) Bassam Abidin, COO, NewBoy and Tayfun Topkoc, Managing Director, SAP UAE sign the agreement.

About NewBoy
NewBoy is a family-owned company based in Dubai, UAE and is a pioneer in the kids toy industry across the MENA region. The company also markets selected toy ranges internationally, and has an extensive distribution network with strong focus on KSA as a major hub, that includes distribution of food, stationery, nursery, and toiletries products.

Founded in 1999, and employing over 1,700 people, NewBoy has successfully developed its own lifestyle doll brand, Fulla, which became the best-selling fashion doll throughout the MENA region and soon expanded into a wide range of categories including toys, food, stationery, cosmetic and clothing. In addition, the company has introduced its own label toy brands including: Baby Habibi; FunToLearn, and Scan2Go. The company also developed its own confectionery brand, SweeToon, associated with hot cartoon characters, across a wide range of product categories, including corn flakes, chocolate egg, flavored milk, biscuits, and marshmallow, to name few. NewBoy also represents leading international names including: Bburago; Carrera; Hasbro; Takara Tomy; Jackks Pacific, Double A; Munchkin; Sassy, Cra-Z-Art and Zaini.

For more information, visit

About MDS ap Tech
MDS ap Tech is a SAP Gold Partner and the leading provider of Big Data, Business Analytics, Enterprise Performance Management and ERP Solutions in the EMEA Emerging Markets. We help customers run their business better through improving usage of structured and unstructured data as well as leveraging advanced tool sets to streamline business process for greater efficiency and accuracy to boost overall business competitiveness. MDS ap offers expertise in several interlinked practice areas including Information Management, Analytics & Big Data, Enterprise Performance Management, Mobile Solutions, eBanking/ mBanking/ mPayment, Modelling & Enterprise Architect and SAP Business Solutions such as SAP ERP, SAP CRM, SAP HCM for specific vertical industries.

MDS ap Media Contact
Karim Araoui,

About SAP
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 258,000 customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit

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Media contacts
Husain Al Tamimi, SAP +971 56 6811641,
Claire McPeak, SAP, +971 4 330 1777,
Mohammad Rajab, NewBoy, +971 4 339 7266,
Steve Baron, Wallis Marketing Consultants, +971 4 390 1950,