Sehha & Afyah UAE LLC (S&A UAE), a subsidiary of Bugshan Investment, has partnered with Bread Ahead, a renowned London-based bakery founded in 2013 by Matthew Jones. This collaboration has facilitated Bread Ahead's expansion into the Middle East. The bakery has opened stores in Dubai, further extending its reach within the region. This partnership between S&A UAE and Bread Ahead reflects a strategic effort to introduce and expand premium bakery experiences in the Middle East, combining Bread Ahead's artisanal baking expertise with S&A UAE’s regional market knowledge and operational capabilities.

Sehha & Afyah LLC (S&A), a subsidiary of Bugshan Investment, is the exclusive master franchisee for Häagen-Dazs retail stores in Saudi Arabia since 2020. Under S&A's management, Häagen-Dazs has expanded its presence in the Kingdom, opening outlets in major cities like Jeddah and Riyadh. S&A's partnership with Häagen-Dazs reflects a commitment to delivering high-quality ice cream experiences to Saudi consumers, aligning with Bugshan Investment broader strategy of diversifying its portfolio and strengthening its presence in the food and beverage sector.