Cenomi Centers has marked a major milestone in Saudi Arabia’s retail evolution with the official unveiling of Westfield Dammam, the first Westfield-branded shopping center in the Kingdom. The rebrand of Nakheel Mall, revealed on December 1, represents the opening chapter of Cenomi’s long-term strategic partnership with Unibail-Rodamco-Westfield (URW).

The launch event drew government partners, retail leaders and industry observers to the mall’s main façade, where a digital countdown and curtain drop revealed the new “Westfield Dammam” signage. The ceremony was accompanied by live Saudi musical performances celebrating the blend of local identity with Westfield’s global retail presence.

Speaking at the event, Cenomi Centers CEO Alison Rehill-Erguven said the transformation reflects both the mall’s strong performance since opening in 2019 and Cenomi’s ambition to raise the national retail benchmark.

“Nakheel Dammam has become a true lifestyle destination in the Eastern Province,” she said. “Its central role in our portfolio made it the natural choice for our first Westfield co-branded center.”

Rehill-Erguven added that the partnership is designed to bring “international best practices and world-class operational standards” to the Kingdom at a time of rapid evolution in consumer expectations. Access to URW’s global network, she noted, will accelerate entry for brands new to Saudi Arabia.

URW Chief Customer and Retail Officer Anne-Sophie Sancerre praised the collaboration and highlighted growing interest from global retailers watching the Saudi market. “Westfield has found a home in the Kingdom,” she said. “This partnership offers trust and credibility that encourages brands to make the move sooner.”

Cenomi’s Chief Strategy Officer Sami Itani described the partnership as “two champions coming together,” confirming that the Dammam reveal is the first step in a multi-year transformation across Cenomi’s 21-destination portfolio. Enhancements to tenant mix, customer experience and operational standards have already begun, with several first-to-market brands scheduled to arrive in the coming months.

The next phases of the rollout will see Westfield Jeddah launch in Q2 2026, followed by Westfield Riyadh in late 2026, establishing a unified nationwide network of globally aligned retail destinations.

Industry analysts say the launch aligns closely with Vision 2030’s push to elevate lifestyle, entertainment and tourism offerings. For Cenomi Centers, the milestone marks the beginning of a decade-long roadmap designed to reshape the consumer experience across Saudi Arabia.