Conversation with Husam Sendi – MasterMinds

Today on MasterMinds, we meet a logistics entrepreneur whose career has been shaped by a deep fascination with movement—of goods, systems, and ideas—and by a relentless drive to turn complexity into clarity. Husam Sendi has spent nearly two decades building, optimizing, and reimagining how businesses move and operate across supply chains.

As Founder and CEO of HSS Logistics Services and Logexa, and Co-Founder of Jusoor Hub, Husam has led initiatives that deliver tangible value—from warehouse management and co-packing to procurement optimization, transportation strategy, and ERP launches. His work goes beyond operations; it’s about designing ecosystems where the right people, processes, and partnerships come together to make businesses run smarter and smoother.

Husam’s journey reflects a mindset rooted in problem-solving, simplicity, and team empowerment. Whether securing strategic partnerships, removing operational bottlenecks, or building high-performing teams, he believes the most effective logistics solutions are the ones that connect ideas with execution—and people with purpose.

The story is a long one. After finishing high school, I traveled to the United States without really knowing what I wanted to do. I initially studied Electrical Engineering, but I didn’t find myself in it, so I later switched to Industrial Engineering. I liked it because it is broad and gives you exposure to a bit of everything.

When I returned, I worked on strategic storage projects, then moved into project management and logistics at a chemicals company. After that, I deepened my experience in logistics by working with FMCG companies, textile factories, and packaging materials manufacturers. Eventually, I decided to start my own business and entered the world of entrepreneurship.

I love logic and clear, structured processes with minimal complexity: move this, store that, manufacture here, ship there. Every step is enjoyable because it comes with its own challenges and variables. Logistics is the backbone of everything—whether it’s war, peace, food, or medicine.

I initially owned my own warehouse and served a group of clients through it. This continued until the warehouse was hit by a major crisis—the red palm weevil—which attacked clients’ goods and severely impacted operations.

At that time, I went through immense hardship. With patience and faith, I transferred the remaining intact goods to third-party warehouses. Due to clients insisting on continuing the service, I had no choice but to resume operations through external warehouses.

This was the birth of Logexa. By God’s grace, instead of owning one dry warehouse in a single city, I came to manage multiple warehouses with different temperature ranges across several cities.

The optimal solution to connect operations and communication between clients and warehouses was a digital platform. Logexa’s platform was built and has since served over 500 clients across more than 50 warehouses, handling over 5,000 products.

I learned a great deal and went through exciting and diverse challenges—ranging from investigating theft cases and helping identify perpetrators, to visiting destination ports to understand the real reasons behind damaged shipments and improve service quality.

Most importantly, I contributed to cost savings through continuous improvement, process reviews, and optimization.

Today, systems are the backbone of any organization. No company can operate, scale, or achieve high efficiency without ERP or warehouse management systems.

Let me ask a simple question: can you stop using email and go back to traditional mail? The answer is the same—it’s impossible to operate without integrated systems. They are essential for connecting, analyzing, and leveraging data.

This was a raw materials warehouse project serving the factory 24/7, six or seven days a week throughout the year. The challenge was immense—from selecting and equipping the warehouse, securing all requirements, services, and licenses, to transferring materials from the old warehouse and factory to the new one without disrupting production that relied heavily on these materials, while ensuring the safety of both people and goods.

The project lasted around nine months with zero production downtime, no accidents, and no damages, thankfully.

We started with storage services, then expanded to include additional storage-related solutions. Based on client needs, we added transportation and customs clearance services, completing the logistics cycle and allowing clients to offload operational complexity and focus on other strategic challenges.

Our mission is to enable fair access and competition for SMEs through a comprehensive logistics services platform that businesses can rely on, allowing them to focus on innovation and growth rather than operational burdens.

Small and medium-sized businesses struggle to access high-quality logistics services due to their limited volumes, which are often unattractive to traditional providers. As a result, they resort to more expensive and often lower-quality solutions.

We are proud of all our partnerships without exception. Everyone extended support and welcomed the idea because it creates mutual value for all parties.

It was a key station where I gained firsthand exposure to the local market and the various transportation challenges within it.

Working in FMCG itself was a major challenge due to the sensitivity of products to market changes and the speed of turnover and distribution. On top of that, managing markets stretching from Indonesia in the east to the far Maghreb in the west, and from Yemen in the south to Turkey and Russia in the north—each with different regulations, procedures, working days and hours, and languages—taught me to embrace challenges of all sizes and sharpened my flexibility and decision-making speed.

Without a doubt, Saudi Arabia is a central hub due to its religious, commercial, and political importance. It is natural for it to become a global compass, which makes continuous development essential.

Logexa aims to be accessible to business owners while providing strategic information to support decision-makers.

Digital transformation will reshape supply chains globally, not just in the Arab region. The world has become interconnected thanks to technology and real-time language translation.

Artificial intelligence is undoubtedly a new industrial revolution. At Logexa, we leverage it across several areas, including data review, customer service, and information analysis.

The simplest advice Is to compare what happened to Nokia after the smartphone revolution and to Kodak after the digital camera and smart device revolution.

The Saudi market is large and still offers significant growth opportunities. Beyond that, we aim to expand Logexa internationally, starting with neighboring GCC countries and then beyond, given the positive economic impact and support it can provide to SMEs.

Opening the market to global logistics giants and increasing regulatory flexibility to adapt to rapid changes.

Convincing clients to adopt automation through the platform and move away from traditional methods.

As Allah says: “And you have been given of knowledge only a little.” Every day we learn something new, and new opportunities continue to emerge.