Sawgrass Fast-tracks ME Expansion at First Distributor Summit
Sawgrass Technologies – the US-based desktop dye-sublimation printer makers, delivering printers, inks, software and lifetime support to creators in 120 countries – convened fewer than twenty senior executives from five key channel partners this week in its first Middle East Distributor Summit, outlining a 12-month growth plan for the company’s new VersiFlex decorating platform and formalising regional leadership.
Spotlight on Regional Leadership
Abdallah Obeidat – appointed Regional Sales Manager, Middle East, on April 2025, and based in Dubai – opened the 90-minute virtual forum alongside Founder & CEO Nathan Hale, Executive Chairman Steve Carnevale, and President of Global Sales Thomas Kirschner. Obeidat brings 18 years of channel-development expertise, most recently as Sales Director for OKI’s MET region.
Strategic Take-aways
VersiFlex market launch: Hale unveiled the sub-$1,000, powder-free system that prints on cotton, uncoated wood, ceramics, and traditional sublimation blanks, citing strong interest from a Fortune 100 pilot customer.
Speaking about the innovative product, Hale says, “VersiFlex lets entrepreneurs move from idea to finished product in an afternoon – without powders, pretreatment or six-figure capital.”
Sustainability edge: Carnevale highlighted VersiFlex’s water-free process and low energy footprint – aligning with rising ESG mandates across the Gulf.
Distributor collaboration: Kirschner introduced a shared dealer portal marketing assets, regional marketing funds and 24/7 tech support.
Participating Distributors
Jamal Chams Eddin from Digital Star (Qatar & Saudi Arabia), Mohannad Hamdan from Elite International (Kuwait), Amir Anis and Ihab Anis from SmartTech (Egypt), and Caroline Mokbel from iTrading (UAE & Lebanon) were among the senior executives from the key channel partners who took part in the summit. Together the partners account for six national markets and more than 80 authorised sub-dealers.
“My mandate is simple: double Sawgrass’ Middle East revenue by giving our dealers the fastest path to profitable customisation,” says Obeidat.
