Our story
Sinayah (سناية) is the Saudi craft of restoring a worn Bisht. The craftsman keeps the gold thread, al-zari, and renews the fabric around it. The company carries the name because that is how it works: preserve the core, renew the products built on it.
Every supply business needs the same systems before it can serve its first customer: order management, driver management, procurement, warehouse management, fulfilment, 3PL aggregation and transport management. Sinayah built them once, as a shared core, and builds each of its products on top.
Supply Innovation runs the B2B procurement platform for food and beverage first, with ArzagPlus and Foodics Supply, and it is built to carry stores in other industries too. Foodics Supply, a co-venture with Foodics, launched on 20 October 2026. HalaBag keeps every bag under control from the first handover to the door. It is live for airline baggage: for Hajj 2026, the Hajj without Baggage service with Saudia expanded to 400,000 pilgrims, integrated with Nusuk. Air cargo, sea cargo and rail baggage are next. Saaml and Bwadl are earlier and are being built on the same core.
Asset-light by design
Sinayah owns no trucks, warehouses or inventory. What it owns is software and data.
How we work
Build it, own it, connect it.
Build. Each product starts on the shared core, with ordering, dispatch and warehousing already running, so it reaches market faster and on less capital than a build from zero.
Own. Sinayah keeps every product it builds and runs it itself. When a product grows, the value it creates stays inside the company.
Connect. Because one company runs them, the products are built to work together. An order placed in one can move on another's rails, and the record of the whole trade is what makes a financing layer like Bwadl possible.
The aim is a supply sector in the Kingdom that runs on shared digital systems instead of manual handovers, where small and mid-sized operators can use rails they could not build alone.
Leadership
The people who run the company.
Amaar Al-Ameer
Founder
Ahmed Al-Ameer
Co-Founder and Chief Commercial Officer
Umar Usman
Technical Director