Cenomi Centers and URW forge landmark partnership to shape future of retail real estate in KSA

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Updated 06 May 2025
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Cenomi Centers and URW forge landmark partnership to shape future of retail real estate in KSA

Cenomi Centers and Unibail-Rodamco-Westfield signed a 10-year exclusive strategic and franchising partnership agreement, with the option to extend for another 10 years, covering the Saudi shopping center market. The move demonstrates Cenomi Centers’ unwavering commitment to strengthening its leadership position in the Kingdom and the MENA region. 

Under this partnership, Cenomi Centers will obtain the exclusive licensing rights to the Westfield brand in the Kingdom from URW, and tap into URW’s best-in-class network and capabilities across a full range of support in key areas including leasing, operations, marketing, retail media and more, allowing Cenomi Centers’ Westfield-branded malls to be top-of-mind destinations for consumers, tourists and brands, while boosting its market share. 

Under the Westfield brand, and with URW’s support, Cenomi Centers will offer Saudi residents and tourists the next generation of world-class shopping center experiences, boosting tourism and global engagement within the sector, acting as a powerful contributor to Vision 2030’s objectives of enhancing quality of life, and opening the Kingdom to the world’s global retail champions.

The partnership was signed at a ceremony at Jawharat Riyadh, which also celebrated the initial collaboration on three malls, Jawharat Riyadh, Jawharat Jeddah and Nakheel Dammam, which will be the first to be branded as Westfield centers. More details on these three malls and others will follow in the coming months, with the collaboration set to extend across up to eight of Cenomi Centers’ portfolio of top malls.

Alison Rehill-Erguven, CEO, Cenomi Centers, said: “We are thrilled to embark on this groundbreaking and exclusive partnership with URW, a global leader in the retail industry. This collaboration not only solidifies our position as the leading owner, operator and developer of contemporary lifestyle centers in Saudi Arabia, but also aligns with the Kingdom’s broader goals for economic growth and development in both the sector and region. Together, we will cement our position as the leader in Saudi Arabia by introducing exciting new growth and tenancy opportunities for many years to come.” 

Jean-Marie Tritant, CEO, Unibail-Rodamco-Westfield, said: “Cenomi Centers is an incredible partner that shares our vision for the future of retail. Its portfolio of flagship destinations matches the ambition of the Westfield brand, providing the perfect platform to deliver Westfield’s unmatched experience to customers and visitors in the Kingdom while also supporting the brand’s international expansion. We are tremendously proud of the partnership, and the opportunity to work with Cenomi Centers to contribute to the broader economic and development goals of the Kingdom.” 

The partnership with URW is exclusive within the Kingdom and affirms Cenomi Centers’ premier and well-established position in its home market, showing a vote of confidence in its growth trajectory over the coming years. Key benefits include:

  • Expanded consumer base: Westfield is one of the most recognizable global flagship mall brands, with over 900 million annual visits in the US and Europe. As the brand is highly known to and admired by Saudi consumers and the Kingdom’s increasing number of visitors, Cenomi Centers is able to significantly expand its customer base among Saudi citizens, residents and tourists.
  • Enhanced tenant offerings: Access to URW’s unparalleled tenant and partner relationships will help Cenomi Centers increase its share of key global anchor brands and first-to-KSA stores, creating a superior, increasingly differentiated offering, and encouraging higher footfall and tenant sales.
  • World-class customer experience: URW’s global experience and industry leadership will help Cenomi Centers to significantly enhance its customer experience, tenant mix and offering to international best-in-class standards. Cenomi Centers will bring the latest digital technologies and journeys, including in-mall apps and services, to the Saudi consumer.
  • New growth opportunities: The partnership will boost Cenomi Centers’ financial performance in its existing and new developments, in both its core GLA business and also in digital media sales, leveraging the expertise and international reach of URW’s Westfield Rise retail media agency. This partnership also sees Cenomi Centers and URW collaborating on third party business opportunities serving the Kingdom’s major retail and lifestyle developments.
  • Sustainability and operational efficacies: Cenomi Centers will be able to significantly boost sustainability and operational efficiencies across its portfolio by leveraging best-in-class tools, systems and manuals in the management of its daily operations.

The partnership entails fixed and variable licensing and service fees for URW along with opportunities for the companies to further collaborate on business and licensing opportunities within the Kingdom.

The partnership between Cenomi Centers and URW marks a pivotal moment in the evolution of retail and lifestyle in Saudi Arabia. By combining Cenomi Centers’ unparalleled market leadership with URW’s global expertise and the Westfield brand, this collaboration promises to redefine the shopping experience in the region.


RLC Global Forum places Kingdom at center of future of retail

Updated 16 January 2026
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RLC Global Forum places Kingdom at center of future of retail

The RLC Global Forum will return to the Saudi capital on Feb. 3–4 to shape the future of retail and consumer-facing industries at a defining moment for growth against a backdrop of shifting cross-border commerce, evolving consumption patterns, and the global AI imperative.
As the world’s economic and cultural gravity continues to shift, Riyadh stands at the intersection of transformation by connecting East and West, tradition and innovation, and providing the ideal stage for this global dialogue.
The forum’s launch coincides with the announcement of two strategic partnerships with Cenomi Centers and Panda Retail Company, highlighting Saudi Arabia’s emergence as a driving force in the global growth narrative.
Speaking to Arab News ahead of the annual forum, Panos Linardos, chairman of RLC Global Forum, said the event enables decision-makers to create a sustainable growth and innovation strategy in retail by monitoring major transformative forces affecting worldwide leaders. 
“At the 2026 RLC Global Forum, the priority is not identifying trends — in fact most leaders already see the signals — but understanding how those forces collide and reshape decision-making. This year’s agenda reflects a world at a growth crossroads: capital is more disciplined, consumers are more selective, and traditional operating models are under strain,” said Linardos.
“This year we are focused on three interconnected questions. First, where does enduring growth come from when scale alone no longer guarantees resilience? Second, how are power and value shifting across the retail ecosystem? And third, how do markets like Saudi Arabia move from rapid expansion to sustainable, system-level value creation?” said the chairman.
“We believe that retail does not operate in isolation. That is why the forum is structured to examine these dynamics across retail, real estate, technology, and investment as a single interdependent system. This integrated view, rather than siloed thinking, is where meaningful strategy now takes shape,” he added.
The forum will convene more than 2,000 senior decision-makers in Riyadh, with participants spanning global retail groups, sovereign-linked investors, developers, technology platforms, policymakers, and academic institutions from more than 40 countries.
“What matters most, however, is not scale but composition. You must understand that this is an invitation-only audience shaped deliberately around decision-making authority. CEOs sit alongside ministers, investors alongside operators, and academics alongside practitioners, not to offer commentary, but to interrogate assumptions and test strategies against real-world constraints,” said Linardos.
What distinguishes the forum is its ability to bring global perspectives into direct conversation with regional realities.
“As Saudi Arabia’s role in global trade, tourism, and consumer markets accelerates, that intersection has become increasingly relevant for leaders reassessing how and where growth is built,” he said.
Reports indicate that retail sales in the Kingdom are forecast to reach $161.4 billion by 2028. “The scale of the opportunity is clear, but the more interesting question is how that growth is shaped,” Linardos told Arab News. “Demographics, digital adoption, tourism growth, and large-scale urban development are converging at once. That creates opportunity, but also raises the bar. The next phase of retail growth in the Kingdom will favor models that integrate physical space, digital infrastructure, cultural relevance, and operational discipline.”
At the 2026 RLC Global Forum, many of the discussions center on this transition, he said.
The Kingdom’s advantage lies in its ability to design ecosystems where retail, hospitality, culture, and experience reinforce one another. Creating this long-term, integrated value is a core focus of the discussions at the forum, he added.
Commenting on the forum’s role in the future of the Saudi retail landscape, Linardos said: “Saudi Arabia does not need another conference to showcase ambition. What it benefits from — and increasingly demands — is a platform for informed, global dialogue grounded in execution. The RLC Global Forum plays that role by positioning Saudi Arabia not as a case study, but as a strategic participant in shaping the future of retail and consumer economies.”
“By bringing global leaders into Riyadh, the forum allows for an exchange that is both outward-looking and locally anchored. As the Kingdom moves from rapid transformation to long-term institution building, these conversations become more consequential. The forum is thus a critical catalyst in translating Vision 2030’s ambitions into a resilient, global-market reality,” he added.
The RLC Global Forum is a leading platform that brings together the world’s most influential retail leaders, innovators, and policymakers to drive positive industry change. It marks the next phase of the Retail Leaders Circle’s 12-year mission to connect and empower decision-makers across the retail and consumer-facing sectors.
Through high-level dialogue and strategic cross-industry initiatives, the forum addresses the long-term forces defining the trajectory of retail and its interconnected ecosystems.
Alongside the annual retail forum in Riyadh, the RLC Global Forum curates a calendar of high-profile events around the world, including the CEO Summit in New York and the RLC Fashion Summit in Milan.