Riyadh, Saudi Arabia – AFG International (Synomy Retail), the leading retail brand partner in Saudi Arabia, today announced the appointment of Samir Jain as CEO of the company, effective July 1, 2026.

This appointment comes as AFG International continues to execute its strategic priorities following Al Futtaim Group’s acquisition of a 49.95% strategic stake in the company in 2025. The company is working to enhance its performance, improve customer experience, and support business growth across its diverse portfolio of brands. The appointment of Samir Jain reflects the company’s commitment to a new phase of growth and expansion.

Commenting on the appointment, Hussein Shobokshi, Chairman of AFG International, said: “Mr. Samir Jain has over two decades of leadership experience in growth, transformation, and business development. Throughout his career, he has successfully led organizations through pivotal stages of change and expansion, focusing on enhancing performance and achieving sustainable growth. We are confident that his experience and leadership will support AFG International in implementing its strategy for the next phase and strengthening its leading position in the Kingdom’s retail sector.”

For his part, Samir Jain said: “I am honored to join AFG International at this pivotal stage in its journey. The company possesses exceptional growth potential, including a leading portfolio of global brands, a well-established market position, and a highly experienced and skilled team. I look forward to building on these solid foundations and working alongside our employees, partners, customers, and shareholders to enhance performance, elevate the customer experience, accelerate growth, and seize new opportunities that support the company’s ambitions and solidify its leadership in the Kingdom and the region.”

Gene has over two decades of leadership experience in the retail, consumer goods, strategy, and organizational transformation sectors. Throughout his career, he has built a strong track record of helping organizations navigate complex challenges, regain growth momentum, improve profitability, and deliver sustainable value through disciplined execution and customer-centric strategies.

Most recently, Jean served as CEO of New Business and Home Centre in the Middle East for Landmark Group, where he led a strategic repositioning and business transformation, contributing to the launch of a new phase of growth, enhanced operational efficiency, and support for long-term value creation. He also spearheaded the development and expansion of new business ventures, building future growth engines and expanding the company's portfolio.

Prior to that, Gene held a number of leadership and advisory positions at leading global companies, including McKinsey & Company, A.T. Kearney, and Ernst & Young, where he served as an advisor to a number of organizations in the areas of strategy, business development, organizational transformation, enhancing operational efficiency, and improving performance, across a variety of sectors and markets.

We would like to thank Salim Fakhoury, who has resigned from his position as CEO of the company, for his contributions to the company, and we wish him all the best in the next stage.

About AFG International :

AFG International is the leading retail franchise company in Saudi Arabia, and the only listed company of its kind in the Middle East region.

Since opening its first store in 1991, AFG International has continued to grow and expand, now operating 808 stores across 165 shopping centers in 8 countries, with a retail platform spanning approximately 332,000 square meters of leasable space. These operations are managed by a team of over 7,000 employees.

AFG International currently represents 47 global brands including womenswear, children’s and baby wear, department stores, footwear and accessories, cosmetics, in addition to operating a number of restaurants and cafes.

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