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A PIF company, Al Waha Duty Free, is unveiling the launch of its flagship retail brand Masra at TFWA World Exhibition & Conference. The newMasra brand brings together a meticulously curated selection of international and Saudi origin products – fragrances, beauty, gifts, and travel essentials – presented in an environment that reflects the distinguished Saudi hospitality. In Cannes, Al Waha’s delegation will meet current and prospective global and regional brand owners, travel retail partners, airport stakeholders, suppliers and strategic business partners. Discussions will focus on market entry, product and category development, tailored launches, experiential concepts and long-term collaboration in Saudi Arabia. Al Waha has also been selected as a finalist in the Frontier Awards 2026 Team of the Year category. The recognition reflects the collective effort behind the company’s rapid progress since beginning operations, including the development of its retail portfolio, operating capabilities and relationships with brands and industry partners. “Masra reflects a broader ambition to help set a new standard for travel retail as Saudi Arabia grows as a global aviation and tourism destination,” said Ian Foster, Interim Chief Executive Officer, Al Waha Duty Free Company. “We want to create experiences that reflect the Kingdom’s international aspirations while remaining unmistakably Saudi in character and hospitality. Delivering on that ambition requires strong partnerships, investment in our people and A PIF company Al Waha Duty Free unveils Masra, exporting Saudi vision to global travel retail a commitment to continually raising standards for travellers. TFWA gives us an opportunity to share that vision with the industry and build the relationships that can help shape the future of travel retail in Saudi Arabia.” A PIF company, Al Waha Duty Free, is unveiling the launch of its flagship retail brand Masra at TFWA World Exhibition & Conference. D uty Free Dynamics is presenting several new developments across its portfolio at TFWA World Exhibition & Conference. PLAYMOBIL returns to the Palais with an even stronger presence, while New Era makes its Cannes debut with its own dedicated space. “Together with our DFD showroom, this gives us the opportunity to demonstrate how we actively develop brands within the channel,” says Martin Mairal, CEO, Duty Free Dynamics. “Today we operate across more than 300 airports, 27 cruise lines and 34 border shops, and Cannes is an important platform to build the next phase of that growth.” For PLAYMOBIL, Duty Free Dynamics is showcasing new licensed and collectible products, including models such as the Porsche Carrera GT, Volkswagen T1 Camper and Ferrari 250 GTO, alongside collaborations with Mattel and Barbie. Meanwhile, New Era makes its first appearance in Cannes with DFD, showcasing the continued evolution of the brand from its baseball heritage into a broader sports and lifestyle proposition. Exclusivity is increasingly important in travel retail, and Duty Free Dynamics believes it goes beyond simply creating an exclusive SKU. Duty Free Dynamics builds on brand growth with PLAYMOBIL and New Era “The real opportunity is to create something specifically relevant to the traveller, the location and the retail partner,” Mairal explains. “We already see strong evidence of this approach. One of our best- selling PLAYMOBIL products at Qatar Duty Free is an exclusive developed specifically for the retailer. Local relevance can be equally powerful. Products linked to a destination or local passion point can consistently generate outstanding performance, as we have seen with New Era and FC Barcelona in Barcelona.” Duty Free Dynamics applies the same philosophy to activations. In Zurich, for example, it developed ‘Take the PLAYMOBIL Roadtrip to Win’, a three-touchpoint activation built around the Volkswagen Camper and timed specifically for the summer family travel period. “For us, travel retail exclusivity can therefore mean exclusive products, localised assortments, dedicated capsules or airport- specific activations. The objective is always the same: to give travellers a reason to engage and retailers a proposition that cannot simply be replicated in another channel.” GreenVillage J40 Wednesday 30 September 2026 28 T F W A D A I L Y