Fawaz Al-Hokair partners with Italian brand WOMO to bring men’s grooming products & accessories in the Kingdom

A new destination for increasingly image conscious Saudi men WOMO’s refined men’s personal care products will be available early 2021 With the growing awareness about the importance of overall body grooming & the rising demand for men’s personal care products in the Kingdom, WOMO, an Italian men’s skincare, shaving, grooming, accessories, travel and casual apparel brand, is set to open its first flagship store in Nakheel Mall Riyadh early next year. FAWAZ Abdulaziz Al Hokair Company, a leading company in the Saudi retail sector, said it has signed an exclusive distribution and master franchise agreement to open WOMO stores across the Kingdom to provide unique shopping experience for men’s personal care products. This partnership signals Al Hokair’s ongoing transformation from a fashion retailer to a lifestyle company. Launched in Italy in 2012 by Stefano Percassi, the founder of KIKO, WOMO has presence in the EU countries, including Italy, Switzerland & France, with the concept of having a one stop shop for men to shop unique & refined personal products that help them look in the best shape possible. Despite the crisis of the first half of 2020 Womo has carefully progressed in its expansion adding an exclusive store in Cap 3000 Shopping Center in Nice, France last June and bringing the total store count to 18 The new store in Riyadh will offer a wide range of WOMO product lines that are dedicated to men, from fragrances to shaving items, from skin care products to beard and hair products. WOMO store will be a great destination for women looking for heart-warming, personalized gifts for their fathers, husbands & sons. Mr. Marwan Moukarzel, CEO, Al-Hokair Company, said: “Saudi men are becoming more image conscious & searching for personal care products that can help them pay attention to their personal wellness & appearance. We believe that WOMO is the ultimate choice for modern gentlemen who are looking for high-quality products that understand their real personal care needs”. “Having acquired the exclusive franchise rights of WOMO in the Kingdom will boost Al Hokair’s transformation to a lifestyle company. Our current portfolio includes 80 international brands & we are satisfied to bring WOMO in the Kingdom to fill in the market gap of men’s personal care products. The Saudi market is picking up & we expect the retail segment has great growth opportunities”.