SAUDI ARABIA. A PIF company, Al Waha Duty Free, is unveiling its flagship retail brand Masra at TFWA World Exhibition in Cannes, France.
The new Masra brand brings together “a meticulously curated selection of international and Saudi origin products – fragrances, beauty, gifts, and travel essentials – presented in an environment that reflects the distinguished Saudi hospitality”.
In Cannes, Al Waha’s delegation will meet current and prospective global and regional brand owners, travel retail partners, airport stakeholders, suppliers and strategic business partners. Discussions will focus on market entry, product and category development, tailored launches, experiential concepts and long-term collaboration in Saudi Arabia.
Al Waha has also been selected as a finalist in the Frontier Awards 2026 Team of the Year category. The recognition reflects the collective effort behind the company’s rapid progress since beginning operations, including the development of its retail portfolio, operating capabilities and relationships with brands and industry partners, a statement said.
Al Waha Duty Free Company Interim Chief Executive Officer Ian Foster said, “Masra reflects a broader ambition to help set a new standard for travel retail as Saudi Arabia grows as a global aviation and tourism destination. We want to create experiences that reflect the Kingdom’s international aspirations while remaining unmistakably Saudi in character and hospitality.”
He added: “Delivering on that ambition requires strong partnerships, investment in our people and a commitment to continually raising standards for travellers. TFWA gives us an opportunity to share that vision with the industry and build the relationships that can help shape the future of travel retail in Saudi Arabia.”
About Al Waha Duty Free Company
A PIF company, Al Waha Duty Free has a mission “to redefine the shopping experience for travellers across the Kingdom”, a statement added. “Established in December 2024 and headquartered in Riyadh, Al Waha develops and operates travel retail businesses that bring together world-class retail standards and the warmth and authenticity of Saudi hospitality. As Saudi Arabia’s aviation and tourism sectors grow, Al Waha is expanding its travel retail presence, delivering premium shopping experiences, supporting Saudi products and local talent, and connecting global brands with travellers across the Kingdom”. ✈
