Alfa International Group, are set to expand their portfolio of luxury brands with the signing of The East India Company franchise for Saudi Arabia. The franchise agreement includes The East India Company Fine Foods Retail, In-store food & beverage, stand-alone restaurants, and extends to the supply to luxury hotels and premium fine dining.
The partnership is a key strategic move for Alfa International, a majority shareholding of Al Khozama Management, strengthening their luxury brand portfolio in both the fine food and hospitality sectors, and directly complementing their established luxury fashion brands.
Prince Turki, CEO of Alfa International Company commented; “The East India Company (London) is a British brand that is, without a doubt, considered one of the most prestigious brands in the world leading the fine tea industry with a rich and unmatched history of success over the past four centuries. ALFA sees that as a great opportunity to partner with such a great business leader enriching its portfolio and enhancing its market presence and experience introducing the best of the best to the Saudi market. This mega deal will add a lot of value to ALFA International Company”.
The roll out is scheduled to commence in January 2017 with the first East India Company store & café located in Harvey Nichols in the Al Faisaliah Tower, a flagship location of Al Khozama Management, in the heart of Riyadh’s central business and retail district. Additional sites are planned over the next three years in Riyadh, Jedhha and Al Khobair.
Sanjiv Mehta, Chairman & Managing Director of The East India Company commented; “We are delighted to be partnering with, Alfa International across the Kingdom of Saudi Arabia. We view this market as a key strategic move in our global expansion and one that enables us to significantly increase our brand presence in the region. Anyone who experiences The East India Company feels a fusion of influences, built up across generations, across nations and across cultures. Remarkable connections, made by passionate pioneers – it is with this sentiment that we bring our unique and immersive sensory experience to customers through our retail stores and our new all-day dining concept ‘Since 1600’.”
The East India Company, since its creation in 1600 by Royal Charter granted by Queen Elizabeth I, has influenced Britain’s dining tables through the introduction of exotic ingredients and flavours, and more fundamentally, changed the world’s customs, tastes and ways of thinking. Today, The Company remains a quintessentially British brand with influences from diverse cultures, drawing inspiration from its unique heritage as it continues to explore, creating inspirational tastes crafted from the finest ingredients the world has to offer, to surprise and delight connoisseurs and food lovers.
Diverse, indulgent and luxurious, The East India Company’s Fine Foods includes expertly curated fine and rare teas; specialist coffees; artisan biscuits; exquisite chocolates; flavourful jams; quintessentially British marmalades and specialities. Eminently giftable. Ideally suited for special occasions such as weddings, seasonal celebrations and corporate gifting, as well as personal indulgence.
The addition of The East India Company’s in-store food & beverage offer allows customers to sit, relax and enjoy a cup of tea of their choosing from the expertly hand-picked and freshly prepared range selection of teas, coffees and beverages along with a light, internationally inspired food menu, whilst socialising with friends.
The agreement also includes The East India Company’s all-day dining concept ‘Since 1600’ – offering customers the opportunity to dine in a relaxed but luxurious interior designed restaurant. An inspiring menu created by an award winning British chef will delight customers with tastes influenced by cultures and traditions from across the globe.