What Excel Pixels Publishing and Distribution does

Excel Pixels Publishing and Distribution (EPPD) is a privately held, family-owned Abu Dhabi-based educational publisher and exclusive distributor serving K-12 schools across the United Arab Emirates, founded in 2012. The company operates a dual model: as the exclusive UAE distributor for U.S.-based publishers including Sadlier (Vocabulary, Mathematics, English Language Arts, Grammar and Writing, Phonics, Interactive Editions), Compass Publishing, Perfection Learning, Redwan Publishing, and LinfoPourTous; and as publisher of its own proprietary, UAE-adapted curricula—Future Generation Sciences (NGSS-aligned science, Grades 1-12 including Biology, Chemistry, Physics, and Earth and Space Science), Maharat (Arabic language development, Levels 1-4), Planet of Colors (visual arts, Pre-K through Level 8), and Progress In Mathematics (Common Core-aligned). Materials are delivered in both print and digital formats through the Sadlier Interactive Editions and the Rabadan mobile application.

The company's go-to-market relies on a national on-the-ground sales force and academic consultants selling directly to schools, supplemented by professional development services (workshops and training sessions for educators) and conference presence at GESS Dubai, TESOL Arabia, and Amplify Team events. Revenue is generated through three streams: one-time textbook and curriculum license sales to schools, recurring digital subscription access for online resources, and professional development fees. Pricing is negotiated bilaterally on a per-school or district basis under multi-year contracts; no public pricing tiers are disclosed.

The customer base exceeds 300 K-12 schools across all seven UAE emirates, with named anchors including Aldar Academies, Taaleem, ADNOC School, Athena Education, Emirates National School, Dubai National School Barsha, and Al Kamal American International School. The headcount of approximately 8 employees reflects a lean operation that combines direct sales, academic consulting, logistics and warehousing, and a small leadership team headed by President Musabah Al Kaabi and Vice President Omar Al Omaira. No external funding, parent company, or subsidiary structure is disclosed, and ownership appears to remain within the founding family.

Name

Excel Pixels Publishing and Distribution

Legal name

Excel Pixels Publishing and Distribution

Website

https://excelpixels.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Excel Pixels Publishing and Distribution is a privately held Abu Dhabi-based educational publisher and exclusive UAE distributor of U.S. K-12 curricula for Sadlier and others, also producing proprietary NGSS-aligned science and Arabic language programs for American-curriculum schools across the Emirates.

Ownership category

akta.pro rank

Product category

Educational Publishing and Distribution

NAICS

Book Publishers (51313), Book Publishers (513130)

SIC

Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

K–12 Textbook Publishing (Core Curriculum) (MPAJABAA)

akta.pro secondary industries

Core Subject Textbooks (ELA, Math, Science, Social Studies) (EDAGAAAA), Digital/Blended K–12 Courseware & Interactive Textbooks (EDAGAAAJ), Educational & Academic Publishing Distribution (Textbooks) (CRAOALAC), Children’s Educational & Curriculum Publishing (MPAJAFAF)

Keywords

• K-12 educational publishing
• Textbook distribution services
• NGSS science curriculum
• Common Core aligned programs
• Arabic language learning materials

Headquarters

HQ city

Abu Dhabi

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Textbook and Educational Material Sales: Sale of exclusive academic textbooks and educational materials to K-12 schools. Materials are distributed in both print and digital formats through direct sales to educational institutions across the UAE.
2. Online/Digital Resource Access: Distribution of online educational resources and digital materials to schools through partnerships with publishers like Sadlier. Revenue generated from providing access to interactive digital platforms.
3. Professional Development Services: Training sessions, workshops, and professional development opportunities for educators as a core service offering, contributing to overall revenue alongside textbook distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Excel Pixels Publishing and Distribution publishes its own K-12 educational curricula (Future Generation Sciences, Maharat Arabic language series, Planet of Colors/Art Book, and Progress In Mathematics) and operates as the exclusive UAE distributor for Sadlier, Compass Publishing, Perfection Learning, Redwan Publishing, and LinfoPourTous. It sells textbooks and online resources in print and digital formats to schools, with on-site professional development and training for educators as an integrated part of the offering.

Product overview

Excel Pixels Publishing and Distribution operates as both a publisher and exclusive distributor of K-12 educational curricula in the UAE. The company publishes its own proprietary programs—including Future Generation Sciences (NGSS-aligned science for Grades 1-12 including Biology, Chemistry, Physics, Earth and Space Science), Maharat (Arabic language development for Levels 1-4), Planet of Colors/Art Book (visual arts for Pre-K through Level 8), and Progress In Mathematics—while also serving as the exclusive UAE distributor for American publishers including Sadlier (Vocabulary, Mathematics, English Language Arts, Grammar and Writing, Phonics, and Interactive Editions). Materials are offered in both print and digital formats, with an order tracking system and professional development services supporting implementation. The company targets American curriculum schools operating in the UAE and aligns all proprietary programs with NGSS and Common Core State Standards.

Differentiator

Problem solved

Functional benefit

Products and services

• Future Generation Sciences NGSS-aligned science curriculum for K-12 students covering Grades 1-8 with student worktext volumes, plus upper-level subjects including Biology, Chemistry, Physics, and Earth and Space Science. Proprietary Excel Pixels publication.
• Maharat Arabic Language Program Arabic language development program for UAE students spanning Levels 1-4, including student worktext parts, teacher guides, and culturally sensitive content aligned with local curriculum requirements. Proprietary Excel Pixels publication.
• Planet of Colors (Art Book) Art education program spanning Pre-K through Grade 6 covering visual arts instruction with grade-appropriate progression, plus Art Dimensions for Levels 7-8. Proprietary Excel Pixels publication.
• Progress In Mathematics Mathematics curriculum aligned with Common Core State Standards, distributed by Excel Pixels as part of its K-12 educational materials portfolio for UAE schools.
• Sadlier Vocabulary Vocabulary instruction program from Sadlier, distributed exclusively in the UAE market through Excel Pixels' partnership with the U.S.-based Sadlier publisher.
• Sadlier Mathematics Mathematics curriculum from Sadlier aligned with Common Core standards, distributed exclusively in the UAE by Excel Pixels.
• Sadlier English Language Arts English Language Arts program from Sadlier covering reading, writing, and comprehension skills, distributed exclusively in the UAE through Excel Pixels.
• Sadlier Grammar and Writing Grammar and writing instruction program from Sadlier, distributed in the UAE through Excel Pixels' exclusive distribution partnerships.
• Sadlier Phonics Phonics instruction program from Sadlier focused on phonetic skill development, distributed exclusively in the UAE market by Excel Pixels.
• Sadlier Interactive Editions Digital interactive versions of Sadlier programs enabling online access to educational content, distributed by Excel Pixels as part of its digital and print offerings.
• Compass Publishing Educational Materials English language teaching and learning resources from Compass Publishing, distributed by Excel Pixels in the UAE under a distribution partnership.
• Perfection Learning Educational Programs Literacy and science curriculum for K-12 from Perfection Learning, distributed exclusively in the UAE by Excel Pixels.
• Redwan Publishing Educational Materials Educational content from Redwan Publishing for Middle Eastern markets, distributed by Excel Pixels in the UAE under a distribution partnership.
• LinfoPourTous Educational Resources Educational resources from LinfoPourTous distributed in the UAE by Excel Pixels.
• Professional Development and Training Services Training sessions, workshops, and professional development opportunities for educators, delivered by Excel Pixels' academic consultants as a core service supporting textbook and digital material implementation at schools.

Quantifiable outcome

• Trusted by more than 300 clients across the UAE
• +1 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• SadlierflagshipChannel Partner/ Reseller/ Distributor · 1 January 2012Exclusive distribution partnership for Sadlier's educational programs including Vocabulary, Mathematics, English Language Arts, Grammar and Writing, Phonics, and Interactive Editions. Sadlier is a major U.S.-based educational publisher serving K-12 schools.
• Compass PublishingcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Compass Publishing educational materials. Compass Publishing is an international educational publisher providing English language teaching and learning resources.
• Perfection LearningcoreChannel Partner/ Reseller/ DistributorExclusive distribution partnership for Perfection Learning's educational programs. Perfection Learning is a U.S.-based publisher specializing in literacy and science curriculum for K-12.
• Redwan PublishingcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Redwan Publishing educational materials. Redwan Publisher provides educational content for Middle Eastern markets.
• LinfoPourTousminorChannel Partner/ Reseller/ DistributorDistribution partnership for LinfoPourTous educational resources. Website: zero-1.online

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Perfection Learning: U.S.-based K-12 publisher specializing in literacy and science curriculum. Excel Pixels holds exclusive distribution rights for Perfection Learning in the UAE, making them both partner and direct comparables for the publisher-distributor K-12 educational content model.
• Compass Publishing: International publisher of English language teaching and learning resources. Distributes through Excel Pixels in the UAE but also has its own global distribution footprint, making it a directly comparable English-language educational publisher competing for the same institutional buyers.
• Sadlier: Sadlier is Excel Pixels' flagship distribution partner but is also the underlying publisher whose programs (Vocabulary, Mathematics, ELA, Grammar, Phonics, Interactive Editions) form the backbone of Excel Pixels' offering. Comparable as a U.S. K-12 publisher/distributor whose products compete for adoption in international markets.
• Redwan Publishing: Middle East-focused educational publisher whose products Excel Pixels distributes in the UAE. Operates in the same regional K-12 publishing space and serves similar Arabic-language and culturally-adapted curriculum needs.

Broad incumbents

• Pearson Education: Global education incumbent with a substantial MENA presence. Competes indirectly with Excel Pixels as a publisher and direct-to-school distributor of K-12 curricula and English language learning materials in the Gulf region.
• Scholastic: Global children's book and educational content publisher with international school programs. Competes for the same K-12 ELA and literacy curriculum budget at UAE American-curriculum schools.
• Houghton Mifflin Harcourt: Large U.S. K-12 publisher offering Common Core and NGSS-aligned curricula globally, with active sales into Gulf-region schools. A broad incumbent that competes with Excel Pixels' proprietary and distributed American curriculum programs.
• Cengage: Global educational publisher with K-12 and higher-ed offerings that overlap with Excel Pixels' ELA, mathematics, and science distribution portfolio in the Gulf region.
• McGraw Hill Education: Major U.S. educational publisher with established Middle East distribution. Overlaps with Excel Pixels' portfolio in K-12 Mathematics, Science, and ELA and competes for adoption in American-curriculum schools in the UAE.

Regional players

• Obeikan Education: Saudi-based educational publisher and solutions provider serving K-12 schools across the Gulf. Comparable in business model — adapting and distributing international curricula with local cultural relevance — but operating primarily in Saudi Arabia rather than the UAE.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/excel-pixels-publishing-and-distribution

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Excel Pixels Publishing and Distribution