Dyson is accelerating its expansion in Saudi Arabia with the launch of its latest store at Riyadh Park, a strategic move that highlights the brand’s commitment to innovation and deepening its presence in the Kingdom.

Strategically positioned at the mall’s main entrance, opposite Mont Blanc and Lululemon, the 128-square-meter Dyson Demo Store offers an immersive and hands-on environment where visitors can experience the company’s latest technologies firsthand. From haircare and air purification, to intelligent floorcare and next-generation audio, the new store puts the full innovative product range on display.

With growing demand for Dyson’s cutting-edge solutions in the Saudi market, the Riyadh Park location joins a growing portfolio of demo spaces across the Kingdom. The new store features two private styling stations and a wash basin, designed with veiled customers in mind, where visitors can book personal styling sessions and test Dyson’s advanced haircare tools in a comfortable setting.

In-store Dyson experts will walk shoppers through the brand’s latest haircare launches, such as the newly launched Dyson Supersonic r, the Dyson Airwrap i.d. multi-styler available in the latest colorway, Jasper Plum, the Supersonic Nural hair dryer, and the Airstrait wet-to-dry straightener. Each session is tailored to individual needs, helping customers choose the best tools for their hair type and styling routine.

Visitors can also discover Dyson’s latest innovations across other categories, including the 360 Vis Nav robot vacuum, which delivers edge-to-edge deep cleaning with advanced navigation, the Big+Quiet Purifier, engineered for powerful whole-room purification with minimal noise, and the recently launched Dyson OnTrac headphones, featuring immersive audio and 55-hour battery life.

The new store opening represents another significant milestone in Dyson’s expansion in the Kingdom, following the successful launch of the flagship store in Riyadh’s Nakheel Mall last year and Jeddah’s Red Sea Mall in March this year. The brand continues to focus on enhancing the in-store experience, allowing customers in Saudi Arabia to explore, test, and discover its revolutionary technology up close.

AL-AHSA: The lavender carpet was laid out last Wednesday in Al-Ahsa as a special groundbreaking ceremony was held for Tuaja Luxury Resorts, marking the start of a new chapter in Saudi Arabia’s rural tourism and hospitality sector.

Slated to open by early 2027, three brand new resorts — Tuaja Premium Farm Resorts, Tuaja Eco Resorts, and Tuaja Adventure Resorts — will be operated by Hilton Worldwide. All will be clustered around a central area of Al-Ahsa, surrounded by lush picturesque farms.

This trio of tailored activations are expected to play a key role in positioning Al-Ahsa as a leading destination in rural tourism, capitalizing on its location within the largest palm oasis in the world.

Attended by Prince Saud bin Talal bin Badr, governor of Al-Ahsa, the event marked the groundbreaking of the first luxury resort development project by Dan Company under the Tuaja brand and featured detailed mock-ups of the resort rooms.

“We remain committed to strengthening collaboration between the public and private sectors to deliver development projects that meet the highest standards of quality, fulfill the aspirations of citizens and visitors — and align with Vision 2030,” Prince Saud said.

Dan Company, a wholly owned subsidiary of Saudi Arabia’s Public Investment Fund, was established to unlock the potential of rural tourism across the Kingdom. This inaugural project will transform rural areas into sustainable tourism hubs that align with the goals of Vision 2030, supporting national economic diversification and community development.

Dan Company also aims to contribute approximately SR6 billion ($1.6 billion) to the Kingdom’s GDP by 2030. Its strategy includes attracting around 14 million visitors, including 1.4 million overnight stays and 12 million day experiences, through an innovative business model that combines luxury hospitality under the Tuaja Luxury Resorts brand, with rural lodges developed in partnership with local communities across the Kingdom.

The Tuaja resorts are being developed in the Al-Ahsa region with the support of the Al-Ahsa Development Authority.

Saad bin Abdulaziz Al-Kroud, chairman, Dan Company, who describes himself as “a son of Al-Ahsa,” underlined the significance of the event, saying: “Today marks a major milestone and turning point in our journey to deliver exceptional hospitality experiences across the Kingdom, celebrating the cultural, historical, and natural richness of the Al-Ahsa region. Tuaja resorts are not merely destinations, they offer an extraordinary blend of authenticity and modernity.”

During the ceremony, Abdulrahman Abaalkhail, chief executive of Dan Company, was in conversation with popular media personality Weam Al-Dakheel, highlighting the company’s vision to redefine rural tourism through immersive, community-driven experiences.

The Tuaja resorts in Al-Ahsa will cover 1.8 million square meters and feature nearly 200 accommodation units, including upscale villas and hotel rooms — some with private pools.

These developments represent the first phase of the Tuaja resort portfolio, which will expand to other regions across the Kingdom. Each resort will feature a design identity rooted in the culture and natural character of its location.

Dan Company is aiming for LEED Gold certification for all its developments.