Fawaz Alhokair Group, Arabian Centres and Alhokair Fashion Retail to unite under Cenomi brand

Fawaz Alhokair Group, the region’s largest vertically integrated immersive retail and lifestyle company, together with Arabian Centres and Fawaz Alhokair Fashion Retail Co, have announced a full rebranding that will unite all the operating companies under the concept of Cenomi in Saudi Arabia.

With this move that will see Arabian Centres trading as Cenomi Centers and Alhokair Fashion Retail Co. renamed as Cenomi Retail, the companies seek to leverage natural synergies and create a holistic lifestyle ecosystem.

Chairman of Cenomi Group, Fawaz Alhokair, said: “This is a historic moment for our organisation, as we firmly position ourselves at the heart of consumer lifestyle in the kingdom.

“For three decades, our companies have grown and transformed alongside the country and its people to deliver access to the best brands, in world-class platforms. Cenomi signifies an even greater amplification of that vision, and firmly sets us up for the next 30 years of success and beyond.”

Cenomi Rewards, the company’s new loyalty programme, has also become available for consumers for the first time today. This scheme enables its members to earn points with every purchase made at participating brands and partners across all 21 Cenomi malls and centres.

In addition, Cenomi is planning to launch its new e-commerce marketplace, Cenomi.com, next year.

Cenomi’s brands can be experienced in person at any of its 21 malls and centres across the country or online through an end-to-end omnichannel universe.

Cenomi concept aims to provide platforms for fashion, beauty, entertainment or dining experience

Group managing director and CEO of Cenomi Group and interim CEO of Cenomi Retail, Mohamad Mourad, said: “This is about more than a new visual identity. It is a new identity, and a new direction, entirely.

“Cenomi curates the very best from across the lifestyle, fashion, dining and entertainment ecosystem to disrupt the landscape of destination lifestyle and retail in the kingdom. Our ambitious growth supported by our extensive experience, combined with the development and adoption of innovative, technology-first thinking will deliver consumer experiences never seen before in Saudi Arabia.”

CEO of Cenomi Centers, Alison Rehill-Erguven, said: “We understand that, as the country undergoes rapid transformation, we must always be in sync with our consumers growing needs and aspirations. There is a sense of adventure in the kingdom that we have not seen before, and we are expertly positioned, as part of the Cenomi ecosystem, to fulfil that, and more.“

Founded in 1990, Cenomi has evolved into the largest vertically integrated lifestyle and retail organisation in Saudi Arabia which curates select brands from categories like fashion, beauty, technology, dining and entertainment to create immersive lifestyle experiences for the kingdom.

“We have created a platform that allows our lifestyle destinations and fashion retail business to work ever closer, together with our new loyalty program and our existing and new e-commerce platforms, to create a true lifestyle powerhouse,” added Mr Mourad.