{"id":662506,"date":"2025-03-18T00:00:00","date_gmt":"2025-03-18T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2025\/03\/18\/iconic-bakery-brand-tbs-to-set-up-shop-in-saudi-arabia\/"},"modified":"2025-03-18T00:00:00","modified_gmt":"2025-03-18T00:00:00","slug":"iconic-bakery-brand-tbs-to-set-up-shop-in-saudi-arabia","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2025\/03\/18\/iconic-bakery-brand-tbs-to-set-up-shop-in-saudi-arabia\/","title":{"rendered":"Iconic bakery brand TBS to set up shop in Saudi Arabia"},"content":{"rendered":"

TBS\u2019s baked goods are headed to Saudi Arabia: <\/strong>Homegrown TBS Holding is set to open a commercial-scale bakery in Saudi Arabia in partnership with Saudi food and beverage player Shahia Investments<\/a> after the two companies inked a strategic partnership, according to a joint statement (pdf)<\/a>. The project, whose first phase is slated to kick off in 2026, aims to capture growing demand for baked goods in the Kingdom.<\/p>\n

(Tap or click the headline above to read this story with all of the links <\/strong>to our background as well as external sources.)<\/p>\n

Some details are still under wraps:<\/strong> Company representatives were not immediately available to discuss the project\u2019s value, how it would be phased out, or the respective roles of each partner. <\/p>\n

What\u2019s cooking?<\/strong> Baked goods produced by the factory will include frozen products. Under the agreement, TBS will supply Shahia brands \u2014 such as Dunkin\u2019, which it franchises in the Kingdom \u2014 as well its clients in the food and beverage sector. <\/p>\n

The Saudi market as a hotbed of growth:<\/strong> \u201cWe consider our entry into the Saudi market as the beginning of a new phase of growth, as we seek to provide high-quality bakery products that meet the needs of the Saudi market,\u201d said TBS Holding Chief Investment Officer and co-founder Sameh El Sadat. Shahia is looking to grow its market share in the Kingdom and outside as it expands in the Saudi bakery sector.<\/p>\n

Further expansion in the cards? <\/strong>The partnership is a stepping stone for future expansion into the Gulf and European markets, according to the statement.<\/p>\n

BACKGROUND- <\/strong>TBS was an overnight sensation back in 2008 after its summertime pop-up in Diplo opened by three partners (the brand is named for Tamer, Basel, and Sameh) created a new market for high-end baked goods. It now employs more than 7k people and operates a portfolio of four brands. Its primary shareholder is Ayman Abbas, who invested in the company through his Intro Group in 2017. <\/p>\n

ADVISORS- <\/strong>Our friends at Beltone Holding were financing partner on the transaction, while Gen-X acted as financial advisor and Bayt Alnomow Capital served as the intermediary between the two companies. K&L Gates provided legal counsel to TBS Holding, while Al Zamil & Al Kharashi Law Firm offered counsel to Shahia Investments.<\/p>\n","protected":false},"excerpt":{"rendered":"

The factory will produce baked goods, with the first phase slated to kick off in 2026<\/p>\n","protected":false},"author":1,"featured_media":662507,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8861],"tags":[72,8860,9163,9162],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-662506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expansion","tag-enterpriseam","tag-expansion","tag-shahia-investments","tag-tbs-holding","wpautop","entry"],"acf":{"mongo_id":"9bfa971d-c33d-4bce-b252-0a01f3e769c5","order":"5","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/3\/1410.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Egypt\u2019s TBS Holding to set up shop in KSA alongside Saudi\u2019s Shahia Investments","related_issue":[662498],"teaser":"The factory will produce baked goods, with the first phase slated to kick off in 2026","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2025\/3\/.81f1694f-7fe4-48f3-acb3-29b2a57bfe7d.mp3"},"yoast_head":"\nIconic bakery brand TBS to set up shop in Saudi Arabia - 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The condensed workweek coincides with a slew of news of regional acquisitions and more volatility in the global market.THE BIG STORY TODAY Homegrown TBS Holding is in talks to offload a 25% stake to an unnamed Saudi direct investment fund for up to USD 20 mn, Chief\u2026","rel":"","context":"In "WHAT WE\u2019RE TRACKING TONIGHT"","block_context":{"text":"WHAT WE\u2019RE TRACKING TONIGHT","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-tonight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/3\/1410.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":662587,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/03\/19\/arcius-energy-to-take-over-shells-stake-in-harmattan-field\/","url_meta":{"origin":662506,"position":1},"title":"Arcius Energy to take over Shell\u2019s stake in Harmattan field","author":"enterpriseam admin","date":"19 March 2025","format":false,"excerpt":"PLUS- Fawry, Contact Financial expand BNPL partnership","rel":"","context":"In "Also on our Radar"","block_context":{"text":"Also on our Radar","link":"https:\/\/enterpriseam.com\/egypt\/category\/also-on-our-radar\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/2\/1615.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":663306,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/04\/07\/tbs-holding-eyes-uae-consumer-packaged-goods-company-ksa-ipo-in-gulf-push-plus-domty-banque-misr-cira-education-energean-heliopolis-housing\/","url_meta":{"origin":662506,"position":2},"title":"TBS Holding eyes UAE consumer packaged goods company, KSA IPO in Gulf push. PLUS: Domty, Banque Misr, CIRA Education, Energean, Heliopolis Housing","author":"enterpriseam admin","date":"7 April 2025","format":false,"excerpt":"TBS Holding is currently in talks to acquire a Dubai-based consumer packaged goods firm","rel":"","context":"In "Also on our Radar"","block_context":{"text":"Also on our Radar","link":"https:\/\/enterpriseam.com\/egypt\/category\/also-on-our-radar\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/3\/1410.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":662857,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/03\/24\/el-marakby-steel-is-carrying-out-a-usd-30-mn-export-push\/","url_meta":{"origin":662506,"position":3},"title":"El Marakby Steel is carrying out a USD 30 mn export push","author":"enterpriseam admin","date":"24 March 2025","format":false,"excerpt":"PLUS- TBS Holding plans to carry out a EGP 250 mn local expansion plan over the coming three years","rel":"","context":"In "Also on our Radar"","block_context":{"text":"Also on our Radar","link":"https:\/\/enterpriseam.com\/egypt\/category\/also-on-our-radar\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/3\/1872.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":662548,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/03\/18\/new-fuel-price-hikes-in-the-cards\/","url_meta":{"origin":662506,"position":4},"title":"New fuel price hikes in the cards?","author":"enterpriseam admin","date":"18 March 2025","format":false,"excerpt":"Good afternoon, everyone, and a happy hump day to you all. We\u2019re bracing ourselves for yet another hike in fuel bills next month, and following news of international acquisitions and industry shakeups.THE BIG STORY TODAY Fuel bills could go up again next month: The government is expected to raise fuel\u2026","rel":"","context":"In "WHAT WE\u2019RE TRACKING TONIGHT"","block_context":{"text":"WHAT WE\u2019RE TRACKING TONIGHT","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-tonight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/2\/2612.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":591978,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/12\/23\/mansour-group-to-set-up-food-and-beverage-jv-with-egypts-tbs\/","url_meta":{"origin":662506,"position":5},"title":"Mansour Group to set up food and beverage JV with Egypt\u2019s TBS","author":"enterpriseam admin","date":"23 December 2019","format":false,"excerpt":"INVESTMENT WATCH- Mansour Group to set up food and beverage JV with TBS: Mansour Group is in talks with TBS to form a EGP 150 mn JV that will set up a baked goods factory to supply TBS\u2019 25 retail outlets, sources close to the matter told Al Mal. 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