• Alshaya Group launches Saudi-exclusive upgrade for its existing and new Aura loyalty programme members
  • Members can enjoy 30% savings across participating brands, including Victoria’s Secret, Starbucks, Shake Shack, H&M and The Cheesecake Factory
  • Bonus offer of 5x points on brands including  Bath & Body Works, COS, and Le Labo
  • Using the existing Aura app, members can upgrade for the rest of 2026 with a one-time fee of SAR 199

Riyadh – 28 October 2026: Members of Alshaya Group’s award-winning loyalty programme Aura can now enjoy even greater value with the launch of Aura Pass in the Kingdom of Saudi Arabia. Following successful rollouts in the UAE and Kuwait, Aura Pass is designed to deliver exceptional value, by offering members 30% savings across more than 25 of the Group’s internationally renowned retail and dining brands.

The launch of Aura Pass is about giving customers in the Kingdom of Saudi Arabia even more value from the brands they know and love. From coffee and dining to fashion, beauty, wellness and lifestyle, members signing up for the Aura Pass can enjoy more value across participating brands automatically through their existing Aura app.

Available to existing and new members through the Aura app, for a one-time fee of SAR 199, Aura Pass offers customers in Saudi 30% savings on full price items across participating brands, including Starbucks, H&M, Foot Locker, Shake Shack, Chipotle, The Cheesecake Factory, and Victoria’s Secret.

Steve Vickerstaff, Chief Operating Officer of Alshaya Group, said: “Building on the incredible success of Aura Pass in UAE and Kuwait, we are thrilled to bring this exciting initiative to customers in Saudi Arabia and make everyday moments more rewarding.”

Registration for the Aura Pass is open from 28th October, with benefits valid until 31 December 2026.

Joining Aura and getting the Aura Pass is simple. Customers can open the Aura app, register or login, and pay the one-time fee through the enlisted offer on the app to start using their benefits across participating brands straight away.

Aura members get immediate access to an exciting range of exclusive retail and dining rewards across 25+ Alshaya brands, and can enjoy 5x points on brands including Bath & Body Works, COS, and Le Labo. Aura Star and VIP members also get accelerated Aura Points earning along with exclusive offers and benefits like early access to sales, exclusive invites, free online delivery, and much more.

Since its launch in 2022, Aura has grown into one of the region’s leading loyalty programmes, with more than 8 million members across the region. Aura was recently recognised for the third consecutive year at the International Loyalty Awards, winning Best International Loyalty Programme in the Middle East.

To download the Aura Rewards MENA app, visit the Apple App Store, or for Android visit the Google Play store.  For further information on Aura Pass, including any exclusions and Terms & Conditions, please see the Aura app.

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About Alshaya Group

Alshaya Group is a dynamic family-owned business, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world’s leading brand franchise operators, offering an unparalleled choice of over 50 well-loved, international brands to customers.

Alshaya Group’s portfolio extends across the Middle East and North Africa (MENA), Türkiye and Europe, with over 3,500 stores, cafes, restaurants, and leisure destinations, major logistics and food production operations, as well as over 125 online and digital businesses including one of the region’s biggest retail loyalty programmes, Aura.      

Operating in multiple sectors including Fashion, Food, Health & Beauty, Pharmacy, and Hospitality & Entertainment, over 50,000 Alshaya colleagues are united by a commitment to authentically deliver great customer service and brand experiences.   

From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the experiences they want with the brands they love, in the ways they choose – including Starbucks, American Eagle, Footlocker, Victoria’s Secret, H&M, Bath & Body Works, Charlotte Tilbury, Raising Cane’s, Shake Shack, Chipotle, Primark, and Ulta Beauty.

Learn more about Alshaya Group www.alshaya.com