SugarCRM partners with Redington Gulf to expand presence in the Middle East



As the world’s leading provider of top enterprise technology solutions, Redington will help Sugar expand its CRM platform to businesses across the region through its extensive network of 34,000 resellers and 70+ sales offices around the world serving over 15,000 customers in the Middle East alone.

Redington gains access to Sugar’s market-leading portfolio of AI-driven solutions that make the hard things easy for sales, marketing and customer service professionals. Sugar also offers a choice of cloud and on-premises solutions so customers can choose the best option for their business. This is a key advantage since most other CRM providers only offer their solutions in the cloud, making them unviable for customers in the Middle East.

With this partnership, SugarCRM continues its global expansion with growing presence and engagement in the region. “Redington is a respected player in the Middle East and the partnership provides us with a significant opportunity to reach prospects, customers and opportunities through an established channel. This is a significant step in driving Sugar’s platform growth across the region,” said James Frampton, Senior Vice President and General Manager, EMEA at SugarCRM.

“By working together, Sugar and Redington will be a dominant force to address the unmet needs of mid-market businesses in the Middle East seeking a modern AI-driven CRM platform to improve customer engagement and drive business growth by delivering a high-resolution customer experience,” adds Frampton.

“We are committed to helping our Middle East customers drive digital transformation through advanced technologies, and SugarCRM is an integral part of that effort. There is a very clear opportunity to fill the gap for a purpose built CRM offering in the Middle East market. Sugar will help us meet these business needs with an intelligent AI-driven platform,” said Sayantan Dev, President of Redington Value.

To speak to Redington about SugarCRM solutions, contact Ankit Ray at [email protected]

About Redton

Redington Value is the value-added distribution division of Redington Gulf, the largest distributor of IT products in the Middle East and Africa. The business model is purely channel-oriented and the focus is on empowering sales partners with technology through training and joint engagement. These solutions span technology domains such as networking, voice, servers, storage, software, security, and infrastructure, as well as emerging technology areas such as hyper-convergence, cloud computing, and big data analytics. Redington continues to be a pioneer in understanding, helping and supporting partners and customers in their digital transformation through the use of cloud technologies. With over 60 supplier relationships in different parts of the Middle East and Africa, we ensure all channel requirements are met under one roof. For more information, visit:​.

About SugarCRM

With SugarCRM, marketing, sales, and service teams finally get a clear picture of every customer to help businesses reach new levels of performance and predictability. Sugar is the CRM platform that makes the hard things easier.

Thousands of companies in over 120 countries rely on Sugar to achieve high definition CX by letting the platform do the work. Sugar is headquartered in Silicon Valley and is backed by Accel-KKR. For more information about SugarCRM, visit:


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