Riyadh — Mubasher: AFG International Company (Cenomi Retail) has launched its new commercial identity, AFG Retail, replacing the former Cenomi Retail brand.
The transition follows the completion of the company’s legal name change procedures previously disclosed on 20 January 2026.
Effective 8 October 2026, the company’s trading name on the Saudi Exchange (Tadawul) has been updated to AFG Retail, while its legal name and ticker symbol remain unchanged.
The rebranding reflects a strategic transformation for the retailer, which has operated in Saudi Arabia and international markets since 1990.
AFG Retail currently has a portfolio of 38 brands across sectors including fashion, beauty, sports, and technology.
The company operates more than 700 stores across 8 markets and employs over 7,500 staff.
With a paid-up capital of SAR 1.15 billion, the company stated that the new identity supports its focus on operational discipline and diversified growth.
The transition does not impact existing franchise agreements, contracts, or the current management structure.
AFG International aims to strengthen its position as an omni-channel partner connecting global brands with local communities.
In the first half (H1) of 2026, the group’s net revenues increased by 6.51% year-on-year (YoY) to SAR 2.62 billion.
