Shell to license brand to Asyad Group in Saudi Arabia

Shell Brands International AG and Asyad Group have signed an agreement to enter the Saudi mobility market via trademark licensing. Under the patronage of the Ministry of Energy, the Asyad Group will open Shell-branded service stations in Saudi Arabia.

Shell is one of the world’s largest mobility retailers, by the number of sites, with more than 46,000 Shell-branded mobility locations operating in more than 80 markets.

The Asyad Holding Group, based in the Red Sea port city of Jeddah, Saudi Arabia, is a family-owned enterprise with a diversified portfolio of more than 50 companies. The group’s activities are divided into four divisions: Private Equity Portfolio Management (PE), comprising companies that are largely wholly-owned by the group as well as joint ventures; Real Estate, comprising holdings that include land, hotels, housing developments and more; Investments, which manages the group’s global multi-asset portfolio; and Aviation, a fast-growing portfolio of private aviation firms, both local and global.

“We are excited to sign this agreement with Asyad Group. We are looking forward to the opening of the first mobility site under the Shell brand. Guided by Asyad Group’s exceptional leadership and supported by our Shell experts, we are confident that this collaboration will enable customer satisfaction while maintaining the highest standards of safety,” said Shell Saudi Country Chairman Mohammed Alzumaia.

The agreement will pave the way for Shell International to open its fuel stations in the fourth quarter of this year, Saudi Arabia’s Energy Ministry said in a press release. 

It added that the deal is the result of the efforts of Saudi Arabia’s permanent executive committee of service centers and gas stations, which aims to develop retail outlets in the country, through the entry of leading international companies, such as TotalEnergies and Shell.

Shell said in a press release that it is committed to working closely with Asyad to ensure a seamless transition, providing customers with a range of innovative services, convenient amenities, and a heightened focus on safety.

Asyad will benefit from Shell’s global expertise in mobility and support. This includes a wide range of areas such as safety, customer proposition, operations, marketing, network planning, and non-fuel retailing (including shops, lubricants, and car wash services).

Together, Shell and Asyad aim to create a new benchmark in service excellence within the energy industry in Saudi Arabia. “By leveraging the combined strengths of Asyad’s organisation and the expertise of Shell, we aim to deliver an unparalleled customer experience,” Shell said in a statement.

The agreement was signed in Riyadh, Saudi Arabia.