Cenomi Centers, the leading owner, operator and developer of contemporary lifestyle and retail destinations in Saudi Arabia, announced the official rebranding of its Nakheel Dammam Mall to Westfield Dammam, strengthening the centre’s position as a leading retail and leisure destination in the Kingdom, home to 292 stores and over 58,000 square meters of gross leasable area. The rebranding will significantly enhance the end-to-end customer experience, building on an already market-leading international standard of shopping, dining, and entertainment, while introducing a more seamless, experience-driven consumer journey, designed to meet the expectations of today’s evolving Saudi customer and the increasing number of visitors drawn by the Kingdom’s growing tourism sector.
The rebranding is also expected to attract numerous international brands to enter Westfield Dammam—and in many cases the wider Eastern Province—for the first time over the coming months. Cenomi Centers has already seen an enthusiastic response from both current and prospective tenants, reflected in strong upward momentum on lease renewals, increased inquiries from global retailers, and notable excitement among its growing Dammam customer base. This early traction underscores the market’s confidence in the Westfield brand and the center’s potential as a high-performing regional destination.
Partnership for a new retail era
This marks the first asset in Cenomi Centers’ portfolio to carry the iconic Westfield brand, following the strategic franchising partnership signed in May this year with Unibail-Rodamco-Westfield (URW) —the leading global owner and operator of Westfield shopping centers. Under the decade-long, extendable partnership, Cenomi Centers has secured exclusive rights to the Westfield brand in Saudi Arabia and gained access to URW’s global network and operating model, including leasing, marketing, retail media, and best-in-class customer experience capabilities. By combining URW’s international expertise with Cenomi’s strong market position, the collaboration aims to introduce global standards of mixed-use and experiential retail to the Kingdom, creating next-generation lifestyle destinations that support Saudi Arabia’s Vision 2030 and accelerate the evolution of world-class retail environments across the country.
A milestone moment for Cenomi Centers
As Cenomi Centers embarks on this transformational phase, the company’s leadership underscores the significance of introducing the Westfield brand to the Kingdom, not only as a rebranding milestone, but as a statement of confidence in the evolving Saudi consumer and the country’s fast-advancing retail landscape. This moment reflects Cenomi’s broader ambition to elevate the quality and global relevance of its destinations.
Alison Rehill-Erguven, CEO, Cenomi Centers, said: “We are incredibly proud to unveil Westfield Dammam, the first of our destinations to carry the globally recognized Westfield name. This milestone represents the beginning of an exciting new era for retail in Saudi Arabia, as we bring the very best international brands and experiences to our customers. Together with Unibail-Rodamco-Westfield, we will set new standards for shopping and leisure, in line with the Kingdom’s Vision 2030 ambitions.”
The collaboration between Cenomi Centers and URW is rooted in a shared commitment to advancing the retail landscape through complementary strengths: Cenomi’s deep understanding of the Saudi market and URW’s global leadership in destination management. Together, the two organizations are shaping a new operational framework that emphasizes innovation, stronger tenant partnerships, and a more integrated approach to placemaking across the Kingdom.
Anne-Sophie Sancerre, Chief Customer and Retail Officer, URW, said: “Vibrant, unique customer experiences are at the heart of the Westfield brand, and we are excited to work with Cenomi Centers to bring that to shoppers in Saudi Arabia while supporting the Kingdom’s broader Vision 2030 ambitions. Together with Cenomi, we look forward to creating next-generation destinations that resonate deeply with Saudi customers while expanding the platform of Westfield-branded centers for retailers and brands globally.”
The rebranding of Nakheel Dammam is the first in a series of planned transformations across Cenomi Centers’ portfolio. In 2026, the company will launch two additional Westfield-branded flagship destinations—Westfield Jeddah and Westfield Riyadh—each designed to combine striking architecture with best-in-class retail brands.
