From "Senomi Retail" to "AFG Retail"... the company launches its new identity

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AFG International, formerly known as Cinomy Retail, announced the launch of its new brand identity under the name AFG Retail, in a step that represents a new stage within the strategic transformation and diversified growth path that the company is implementing.

According to the company’s statement on “Saudi Tadawul” today, Thursday, “AFG Retail” will be approved as the company’s trading name in the main market as of October 8, 2026, while the company’s legal name and trading symbol will remain unchanged, as the company will continue under the name AFG International with the trading code 4240.

The company explained that the launch of the new identity comes as a continuation of its previous announcement regarding the completion of the procedures for changing its trade name to “AFG International”, in which it indicated that changing the trading name was still under study.

The company said that the new brand identity reflects the start of a new phase of growth, based on a legacy that extends for more than three decades in the retail sector within the Kingdom of Saudi Arabia and international markets, and is also supported by expanding the scope of operational focus and continued investment in its portfolio of brands.

She added that this step aims to enhance the building of a more diversified and sustainable revenue base in the Saudi market and international markets, in a way that supports its strategic directions for growth and expansion.