Shape Robotics consolidates Middle East presence with Adowa Alshamel partnership

Herlev, Denmark – 14 April 2025 – Shape Robotics A/S (SR), a leader in educational tech solutions, continues to execute on the company’s partnership-based, global growth strategy and now consolidates its presence in the Middle East, with the Kingdom of Saudi Arabia as a prominent hub.

A new distribution agreement has been entered into with Adowa Alshamel, a leading technological retail company based in Riyadh, capital of the Kingdom of Saudi Arabia. The newly formalized business relationship aims to ensure that advanced educational tools like the ones provided by Shape Robotics will be widely accessible to the country’s more than 2,000,000 students enrolled in higher education institutions, representing the largest individual education market across the entire Gulf Cooperation Council (GCC) region.

Under the terms of the agreement, Adowa Alshamel will act as Primary Distributor with Limited Exclusivity with the right to promote and sell Shape Robotics' Fable educational robots within the Kingdom of Saudi Arabia, as well as to appoint local resellers, therein providing the support and services necessary to ensure the successful and effective distribution of Shape Robotics’ products. This collaboration aligns with the STEAM (Science, Technology, Engineering, Arts, and Mathematics) initiative by enhancing access to advanced tools that foster a multidisciplinary approach to learning.

Recent OECD data underscore that Saudi Arabia continues to face structural enrolment challenges at several critical levels of its educational system. School attendance among children aged 6–14 is currently among the lowest across OECD and partner countries, with only 83% enrolled. Participation in vocational programs is similarly limited, particularly among female students. However, the country stands out for strong engagement in general upper secondary education, with 77.1% of 17-year-olds enrolled—one of the highest rates reported. This contrast highlights the urgent need for targeted educational innovation, a need that Shape Robotics is strongly positioned to address.

With an already approved and allocated education budget of over USD 53 billion for the current year alone, constituting 16% of total government expenditures for 2025, the Kingdom of Saudi Arabia is expected to shift higher education demand towards fields like AI, robotics, renewable energy, and R&D to address skill gaps and align education with job market needs. This embracing of innovative solutions, as per the stated goals of the Saudi Vision 2030 project, is perfectly aligned with the technological equipment and services that Shape Robotics has, since its founding, been continuously developing with a constant aim of empowering educators and students to continuously adapt to and master new technologies.

A further step on the path to Vision 2030

"The Kingdom of Saudi Arabia’s Vision 2030 is more than just a national strategy — it’s a bold and inspiring journey toward a future defined by innovation, knowledge, and opportunity. The move to build a thriving, knowledge-based economy presents a powerful moment of alignment with Shape Robotics’ mission to empower learning through technology. Nowhere is this transformation more vital than in the education sector, where unprecedented investment is unlocking the potential of an entire generation. We believe deeply in this vision and in our ability to help realize it. With Adowa Alshamel as our trusted partner on the ground, we’re not just delivering technology — we’re helping shape the future of education in the Kingdom." Mark Abraham, CEO of Shape Robotics

Mr. Belal Salous, CEO of Adowa Alshamel, shared similar sentiments:

“At Adowa Alshamel, we take pride in contributing to the education sector for over 18 years, becoming a trusted name among schools and universities across the Kingdom of Saudi Arabia. Our deep understanding of this sector’s needs drives us to provide innovative and advanced solutions that meet both present and future aspirations. Our partnership with Shape Robotics marks a strategic step that strengthens our plan to keep up with the advancing of smart learning environments. Together, we are helping transform classrooms into interactive spaces that inspire creativity and hands-on learning. This collaboration supports the goals of Saudi Vision 2030 by fostering innovation, integrating technology into the learning process, and enhancing the quality of academic outcomes. We are honored to play together an active role in shaping the future of education in the Kingdom of Saudi Arabia."

About Shape Robotics

Shape Robotics A/S is a publicly listed company headquartered in Denmark, specializing in the development and delivery of tailor-made smart classrooms that transform the way students engage with STEAM education. At the heart of their solution is Fable — a modular robotic system that empowers students to design, build, and program their own robots, cultivating creativity, critical thinking, and problem-solving skills from an early age. With a presence in over 27 countries, Shape Robotics not only provides innovative educational hardware but also delivers hands-on training and certification for Techducators — teachers who embrace technology as a tool for meaningful learning. 

For more information about Shape Robotics and its offerings, please visit https://shaperobotics.com.

About Adowa Alshamel

Headquartered in Riyadh, with a strong network of offices across major cities and a national web shop, Adowa Alshamel is well positioned to ensure full coverage and fast delivery to every interested reseller in the Kingdom of Saudi Arabia. Besides their extended local presence and commercial reach, Adowa Alshamel also enjoys strategic collaborations with key global partners such as Lenovo, Intel, and Microsoft, which align perfectly with Shape Robotics’ shared partnership’s vision of bringing smart, innovative STEAM solutions to classrooms on a global scale, while ensuring the fullest localized effect and a personalized approach to each beneficiary.

For more information about Adowa Alshamel and its offerings, please visit https://adowwa.com/en or contact [email protected]

Additional information
Mark Abraham, CEO
Tlf.: +45 31 65 64 50
[email protected]

CVR-no. 38322656
www.shaperobotics.com