Retail / news
Al Waha Duty Free Debuts Masra Flagship Brand at TFWA Cannes
The Riyadh-based travel retailer, owned by Saudi Arabia's Public Investment Fund, is introducing its flagship retail brand Masra at the TFWA World Exhibition in Cannes next week. The launch blends international and Saudi-origin fragrances, beauty, gifts and travel essentials.
Al Waha Duty Free, a Public Investment Fund company headquartered in Riyadh, is using the TFWA World Exhibition in Cannes, France, as the main stage to present Masra to the wider travel retail industry. The event takes place next week.
Masra is built around a curated mix of international and Saudi-origin goods spanning fragrances, beauty, gifts and travel essentials. The retail environment is designed to reflect Saudi hospitality, according to the company.
During the show, the Al Waha delegation is scheduled to meet current and prospective global and regional brand owners alongside travel retail partners, airport stakeholders, suppliers and strategic business partners. Talks are set to cover market entry, product and category development, tailored launches, experiential concepts and long-term collaboration in Saudi Arabia.
Al Waha has also been named a finalist in the Frontier Awards 2026 Team of the Year category. The company said the recognition reflects the collective work behind its progress since it began operations, including the build-out of its retail portfolio, operating capabilities and relationships with brands and industry partners.
Interim Chief Executive Officer Ian Foster said Masra reflects a wider ambition to help set a new standard for travel retail as Saudi Arabia develops as a global aviation and tourism destination.