About us

The company was established in 1991 near the Syrian capital Damascus as an extension of the Mustafa Al-Taji Company, which commenced in 1948. The staff count during its inception numbered 40. The late Mustafa Al-Taji was the pioneer behind this company’s launch. He was later joined by his son Mr. Riyadh Al-Taji, who laid the foundations for the company that rapidly went on to occupy a pioneering place in the Arab lingerie market.

Today

Asseel today is widely regarded as one of the premier lingerie producers in Syria and the Arab world. The company’s rise has exceeded all
expectations, and continues to set new standards of excellence. It currently employs more than 400 workers and administrators who have access to the latest international industrial electronic machinery.

This machinery primarily comprises informational and automation systems and Asseel employed world-class professionals to train and equip its engineers and technicians to use this hi-tech equipment. The very best trainees were helped by the company to partake qualifying industrial courses with the co-operation of LOVABLE International Co

The company has complemented its successes by winning the ISO Certificate No. 9001 in 2000 and OEKO – TEX – 100 in 2006 regarding the proven safety of the raw materials they use. This is a further addition and boost to the company’s mission to produce top quality lingerie at competitive rates while also ensuring the safety and well-being of its workers. Its reach today extends across most Arab countries and also includes some countries in Europe

The Future

According to the company philosophy, there are no limits to the future and searching for new horizons is a permanent process. Recently, the company developed the work process of all its administrative divisions in close cooperation with Syria’s top ranking international training centres for administrative development. To cater to its increasing clientele, the company decided to expand its business by launching new, dedicated retail branches restricted to its own products in order to communicate directly with its wide base of costumers

Asseel’s Worldwide Partners

Asseel has strategic tie-ups with some of Europe’s largest lingerie companies. The quality of the raw material is a key measuring standard in selecting partners. The materials should not only adhere to the best quality standards and measurements, but also have the ability to flexibly adapt to conform with the latest models available in the world market

Asseel’s Clients

The company exports its products to its certified agents in Syria and other Arab countries, besides a host of clients all over the world. The standard of certifying any agent depends on the agent’s distribution strength, marketing dynamics and his ability to expand and reach all parts of the concerned territory

The company’s teamwork encompasses the following :
1-Production workers: There are more than 340 male and female workers who are all technically qualified. The workers adhere to strict training courses based on the most advanced methods of motion and time studies applied throughout the top companies in the world
2-Administrative team: Asseel’s management staff encompasses well qualified members of university and institute graduates. Again the
administration is very keen on implementing the latest techniques and programmes to monitor the work process
3-Marketing management: It comprises the design division which benefits from the latest machinery and programmes related to lingerie design in cooperation with “GERBER TECHNOLOGY”, and under the supervision of international professional designers.It also includes the marketing team, which constitutes local and international marketing wings that aim to attract clients and potential customers from the region and across the world. The company strives to maintain continual skill development aims at offering the best commercial services to the client in record time

Asseel’s Motto

The trust of our costumers and partners is our real asset and we spare no effort to retain this invaluable treasure

Markets and Exhibitions

The company production line has increased remarkably over the last few years, spurred on by Asseel’s keenness to implement its production plans completely in order to cover up the sales that varied in percentage between the local market 45% and external export 55%