Cenomi to kick off tie-up with Westfield with 3 malls in early 2026: Official
He told Al Arabiya TV that the partnership with Westfield includes launching the Westfield brand across up to eight Cenomi Centers malls.
Wahba also stated that the partnership also includes Cenomi's access to Westfield's tenant network, enabling it to bring in new global brands and provide full support across all value chain functions.
Furthermore, Cenomi will leverage the partnership by increasing the leasable area in addition to other revenues, enhancing visitor experience to align with the leading global experience, and accessing the global advertising platform Westfield Rise, where major global companies and brands display their advertisements in malls, he added.
According to Argaam 's data, Cenomi Centers signed today an exclusive 10-year strategic partnership and franchising agreement with Unibail-Rodamco-Westfield (URW), with an option to extend the agreement for an additional decade. Under the partnership, Cenomi will be granted exclusive licensing rights to the Westfield brand in Saudi Arabia.
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Saudi Gazette
06-05-2025
- Saudi Gazette
Bruno Wehbe: Westfield partnership will transform Cenomi malls into world-class lifestyle destinations
Cenomi Centers, the leading developer and operator of lifestyle centers in Saudi Arabia, has entered into a landmark exclusive strategic partnership with Unibail-Rodamco-Westfield (URW), a global retail real estate leader. Signed on May 4, 2025, the 10-year agreement grants Cenomi Centers the exclusive rights to operate under the Westfield brand in Saudi Arabia, with an option to extend the partnership for an additional 10 years . In this exclusive conversation, Bruno Wehbe, President – Flagship Assets & New Ventures, Cenomi Centers, discusses the significance and long-term impact of the partnership. Why this partnership, and who is Unibail-Rodamco-Westfield? This exclusive partnership with URW marks a pivotal moment for Cenomi Centers. Unibail-Rodamco-Westfield is a globally renowned owner, developer, and operator of sustainable, high-quality real estate assets. It operates 67 shopping centers across 11 countries, 39 of which carry the iconic Westfield brand, drawing over 900 million annual visits. By securing the exclusive licensing rights to the Westfield brand in Saudi Arabia, Cenomi will gain access to URW's global expertise across leasing, operations, marketing, retail media, and more. This will allow Cenomi's malls to evolve into globally recognized lifestyle destinations—attracting both top-tier brands and growing our appeal to consumers and tourists alike. How will Cenomi benefit from this collaboration? The benefits of this partnership are extensive and strategic: Global Branding: Three of our leading malls—Jawharat Riyadh, Jawharat Jeddah, and Nakheel Mall Dammam—will be the first to carry the Westfield name, with potential expansion to up to eight malls across our portfolio. Boost Revenues and Growth : Cenomi is expected to significantly boost its GLA and non-GLA revenues, and open new growth avenues for the business. Tourism and Quality of Life: The partnership directly supports Vision 2030 by promoting tourism and elevating lifestyle offerings across the Kingdom. Innovation and Differentiation: URW's best-in-class operational systems, digital platforms, and tenant relationships will enhance every aspect of the customer journey and retail mix. Market Positioning: The Westfield name will reinforce our leadership in the market while enabling us to deliver transformative retail experiences that resonate with modern consumers. Commenting on the agreement, Bruno Wehbe stated: 'We are proud to launch this exclusive partnership with Unibail-Rodamco-Westfield, a global retail leader. This collaboration significantly enhances our position as the largest owner, operator, and developer of lifestyle destinations in the Kingdom. It aligns with Saudi Arabia's broader economic and sectoral development objectives. We look forward to working closely with our new partners to drive innovation, growth, and success across the Kingdom's retail sector.' What are the objectives of this partnership? Unlocking Growth Opportunities and Boost Revenues: The collaboration will allow Cenomi to greatly increase its share of 3 rd party business it intends to secure over the next 5-10 years. It will also positively impact Cenomi's leasing performance (GLA and non-GLA) and digital media revenues with support from Westfield Rise, URW's international advertising platform. Expanding Consumer Reach: The Westfield brand's international appeal will help attract a broader customer base, including citizens, residents, and the growing number of visitors to Saudi Arabia. Strengthening Tenant Mix: Cenomi will leverage URW's tenant network to attract leading global brands and bring first-to-market concepts to Saudi malls. Delivering a World-Class Customer Experience: The partnership will elevate mall experiences through enhanced design, services, and smart technologies. Enhancing Operational Efficiency and Sustainability: URW's operational models and sustainability practices will be implemented across Cenomi's portfolio to boost performance and ESG impact. What is the duration of the agreement? The strategic partnership spans an initial 10-year term, with an option to extend for an additional 10 years. It includes a structure of fixed and variable licensing and service fees to URW, alongside mutual opportunities for further expansion across Saudi Arabia's retail and licensing sectors. This milestone collaboration brings together Cenomi Centers' local market leadership with URW's international track record to redefine the retail landscape in Saudi Arabia. The result: an elevated shopping experience for consumers, new growth for tenants and partners, and a powerful contribution to the Kingdom's transformation goals.
Argaam
05-05-2025
- Argaam
Cenomi Centers inks 10-Year franchising deal with URW
Arabian Centres Co. (Cenomi Centers) signed an exclusive 10-year strategic partnership and franchising agreement with Unibail-Rodamco-Westfield (URW), with an option to extend the agreement for an additional decade. The partnership grants Cenomi exclusive licensing rights to the Westfield brand in Saudi Arabia and provides access to URW's global network and advanced capabilities across functions including leasing, operations, marketing, and retail media. Cenomi Centers aims to transform its malls operating under the Westfield brand into leading destinations for consumers, tourists, and global brands, while enhancing its market share in the retail sector. The agreement, which includes an option to extend for another decade, also gives Cenomi Centers access to URW's global network, operational expertise, and industry-leading capabilities. By leveraging the Westfield brand and URW's support, Cenomi Centers will offer world-class shopping experiences to residents and tourists in Saudi Arabia. This partnership is expected to contribute to boosting tourism, enhancing the global presence of the retail sector, and supporting Saudi Arabia's Vision 2030 goals of improving quality of life and opening the Saudi market to major international retail brands. The agreement is exclusive within Saudi Arabia, reflecting Cenomi Centers' leadership in the local market and reinforcing confidence in its future growth trajectory. The deal will allow Cenomi Centers to expand its customer base by tapping into the strong appeal of Westfield, which attracts over 900 million visitors annually in the US and Europe. With the growing number of visitors to Saudi Arabia, Cenomi Centers expects to significantly increase its customer base among locals, residents, and tourists. Access to Westfield's extensive network of tenants and global brands will also help the company attract leading international names and introduce first-to-Saudi Arabia store openings, driving footfall and sales. The partnership will elevate the customer experience by adopting URW's global expertise, improving the tenant mix, and enhancing overall offerings to international standards. Cenomi Centers will also provide cutting-edge digital solutions, including in-mall apps and services, for Saudi consumers. Additionally, the partnership is expected to strengthen the company's financial performance across leasing and digital media sales, leveraging URW's Westfield Rise retail media agency. Both companies will collaborate with third-party developers to serve key projects within Saudi Arabia's expanding retail and lifestyle sectors. The agreement includes both fixed and variable licensing and service fees for URW, along with opportunities for further expansion in business and licensing within Saudi Arabia.
Saudi Gazette
05-05-2025
- Saudi Gazette
Cenomi Centers and Unibail-Rodamco-Westfield forge landmark partnership to shape future of retail real estate in KSA
• Strategic and franchising partnership announced between Cenomi Centers, the leading mall developer and operator in Saudi Arabia, and Unibail-Rodamco-Westfield (URW), owner, developer and operator of sustainable, high-quality flagship Westfield destinations in Europe and the US • 10-year agreement, with an option to extend for an additional 10 years, covering exclusive licensing rights to the Westfield brand in KSA and access to URW's network, expertise and capabilities across key assets • Partnership to enhance Cenomi Centers' market leadership; expanding its consumer and tenant base, elevating customer experience to global standards, unlocking new growth avenues, and improving sustainability and operational efficiencies • Cenomi will continue to fully own and operate all of its assets, including those that will be undergoing rebranding. • Contributes to the broader economic and development goals of the Kingdom while continuing the international expansion of the iconic Westfield brand Cenomi Centers and Unibail-Rodamco-Westfield (URW) signed on Sunday, May 4, a 10-year exclusive strategic and franchising partnership agreement, with the option to extend for another 10 years, covering the Saudi Arabian shopping center market, demonstrating Cenomi Centers' unwavering commitment to strengthening its leadership position in KSA and the MENA region. Under this partnership, Cenomi Centers will obtain the exclusive licensing rights to the Westfield brand in KSA 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 in 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 of 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 KSA by introducing exciting new growth and tenancy opportunities for many years to come.' Jean-Marie Tritant, CEO of 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 KSA's increasing number of visitors, Cenomi Centers is able to significantly expand its customer base amongst 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 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 3rd 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 KSA. 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.
