Bugshan Investment’s subsidiaries have played a key role in bringing Bread Ahead, the renowned London-based bakery founded in 2013 by Matthew Jones, to the Middle East. Sehha & Afyah (S&A) partnered with Bread Ahead to expand its presence in Dubai, UAE, introducing premium bakery experiences to the region.
Simultaneously, S&A collaborated with Bread Ahead to facilitate its expansion into Saudi Arabia. Bread Ahead offers a diverse range of baked goods, including bread, buns, sandwiches, french toast, and pizza. Beyond its retail offerings, Bread Ahead also operates a bakery school, providing workshops for both beginners and experienced bakers.
Sehha & Afyah Company (S&A KSA), 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.
