Dammam, Saudi Arabia – Cenomi Centers officially launched Westfield Dammam on December 1, marking the first entry of the globally recognized Westfield brand into the Kingdom. This transformation of Nakheel Mall signals a significant evolution in Saudi Arabia’s retail landscape and a major step in the nation’s Vision 2030 goals for economic diversification. The launch is expected to attract both domestic shoppers and international tourists.
The unveiling event featured live Saudi musicians and drew attendees eager to witness the co-branded launch. Cenomi Centers and Unibail-Rodamco-Westfield (URW) executives highlighted the partnership as a commitment to elevating the shopping experience and introducing new brands to the Saudi market.
Westfield Dammam: A New Standard for Saudi Retail
Alison Rehill-Erguven, CEO of Cenomi Centers, emphasized that the rebranding wasn’t driven by a need to improve, but by a desire to enhance an already successful destination. Nakheel Dammam, she stated, was strategically chosen for the first Westfield co-branding due to its strong performance and central location in the Eastern Province. The company aims to redefine the shopping experience across its 21 destinations.
According to Cenomi, the partnership with URW will bring international best practices and operational standards to Saudi Arabia. This includes access to a wider network of potential tenants, many of whom are considering expansion into the Kingdom due to its growing market and increased openness to foreign investment.
Strategic Partnership Details
The collaboration grants Cenomi exclusive rights to the Westfield brand in Saudi Arabia, alongside access to URW’s extensive tenant network. URW currently operates 66 shopping centers worldwide, 40 of which are branded as Westfield, collectively attracting 900 million visitors annually. This network will be instrumental in attracting new, first-to-market brands to Saudi Arabia.
Anne-Sophie Sancerre, URW’s Chief Customer and Retail Officer, acknowledged the support of Saudi government entities and local partners in facilitating the project. She highlighted the eagerness expressed by international retailers to capitalize on the opportunities presented by the expanding Saudi market.
Sami Itani, Cenomi’s Chief Strategy Officer, described the partnership as a synergy between Westfield’s global leadership and Cenomi’s dominance within the Saudi Arabian market. He confirmed that the Dammam rebranding is the beginning of a comprehensive, multi-year strategy to transform Cenomi’s entire national portfolio.
Immediate improvements at Westfield Dammam include refinements to the tenant mix, upgrades to operational procedures, and enhanced customer service initiatives. These changes are designed to align the mall with the Westfield brand identity and provide a more compelling experience for visitors.
The expansion of the Westfield brand in Saudi Arabia isn’t limited to Dammam. Plans are underway to launch Westfield Jeddah in the second quarter of 2026, positioning it as a flagship destination in the western region. A Riyadh location is slated to follow in the second half of 2026, completing a nationwide network of Westfield-branded malls.
Industry analysts suggest the timing of this launch is particularly significant, coinciding with Saudi Arabia’s accelerated development of its lifestyle, retail, and entertainment sectors under Vision 2030. The presence of a globally recognized brand like Westfield is expected to boost tourism and enhance the Kingdom’s appeal to international visitors.
Executives emphasized that Westfield destinations are designed to be dynamic hubs, offering continuous activations, immersive experiences, and ongoing programming. This approach aligns with the Kingdom’s broader efforts to create a vibrant and engaging entertainment ecosystem.
Looking ahead, Cenomi Centers will continue to focus on enhancing tenant offerings and customer experiences at Westfield Dammam. The company’s 10-year roadmap outlines a progressive elevation of the consumer experience across all its destinations. The success of the Jeddah and Riyadh launches, scheduled for 2026, will be key indicators of the long-term viability of this new strategy and its contribution to Saudi Arabia’s economic diversification goals.
