Established in 2023 as a subsidiary of the Saudi-based real estate investment group AHC – AWJ, Retail Experience Destination (RED) is a retail operations and management company specialized in the management of regional and super regional malls. Poised to manage an extensive portfolio of retail destinations, RED will manage 8 established locations in addition to launching 4 more, in the near future.
Founded to fill a gap in the market, RED’s mandate is to deliver authentic experiences to residents, visitors and investors through unforgettable retail destinations at the heart of Saudi communities, leveraging off cutting-edge technology to ensure these destinations and their communities thrive.
At the heart of RED’s portfolio is the Mall of Dhahran, our flagship project and the first retail destination in the Kingdom to provide a comprehensive mixed-use retail experience. Situated at the heart of the vibrant city of Dhahran, Dhahran Boulevard sprawls across 1.4 million square meters bringing together a residential community served by a comprehensive mix of retail, food and beverage, entertainment, hospitality, and commercial spaces. Hosting international, regional and local brands, with a particular focus on incubating local talent, Dhahran Boulevard embodies RED’s commitment to enhancing the Kingdom’s retail landscapes in-line with Vision 2030.
In the coming years, RED is set to manage a total gross leasing area of 1 million square meters.
Khaled Abuhamdeh is the CEO of RED, a position that he was appointed to in January 2024. On a day-to-day basis Khaled manages the strategic management and operational running of the company, ensuring RED stays true to its founding mandate.
Prior to joining RED Khaled spent almost 6 years in Dubai where he worked as the Vice President of Real Estate and Project Delivery for Majid AlFuttaim. With 35 years of experience in retail, real estate, leasing, project delivery and business development, Khaled brings extensive leadership and management experience to RED.
Khaled started his career in real estate in 1999 when he joined United Real Estate Company (URC) in Kuwait working in multiple roles within the organization before eventually working his way up the career ladder to become Senior Projects Director and the Marina World Director. Here Khaled played an integral role in developing the strategic operations & tenants mix for malls in Kuwait, Oman and Egypt. Following his time with URC Khaled went on to hold a number of leadership positions including Senior Operations Director and Leasing Director for Mabanee Company and Group Head of Real Estate and Head of Property for AlShaya Group.
Khaled holds a Bachelors of Civil Engineering which he was awarded by Jordan University of Science and Technology and later went on to complete a number of specialized construction management courses at San Diego State University – California State University.
Mai is the Vice President of Operations at RED, a position she was appointed to in early 2024. On a day-to-day basis Mai is responsible for the seamless management of RED’s operations. Mai brings close to 20 years’ experience in leasing, real estate management and business development to the role and has held numerous senior positions in the sector.
Prior to moving to RED, Mai worked for Majid Al Futtaim where she headed up their real estate and leasing team. Mai boasts an extensive breadth of retail experience working with some of Kuwait’s most prominent shopping operators including The Avenues, Arabella Complex and The Sultan Centre.
Mai started her career in 2006 when she joined Coldwell Bankers. Following a short stint in Egypt Mai relocated to Kuwait, where she would spend 13 years honing her expertise in the field, working her way up the career ladder to hold a variety of senior positions including Leasing and Sales Manager for Mabanee Real Estate Development, Business Development and marketing Manager for ERA and Leasing Manager Kuwait, Bahrain and Saudi Arabia.
Mai holds a Bachelor’s Degree in Electrical Power Engineering which she was awarded to her by the University of Helwan.
Nina Kabbany is the Senior Marketing Director for RED a position she was appointed to in April 2024. Within this remit, Nina oversees all marketing activity for RED and its retail destinations.
Prior to joining RED Nina worked as the Marketing Director for Thingoose Hospitality & Restaurants Management. Over her 2-year stint with the company, Nina was able to make her mark ultimately tripling revenue through her comprehensive marketing strategies.
Bringing over 15 years of marketing experience to the role, Nina has worked with a variety of high-profile retailers in the fashion, home furnishings, F&B, and health and wellness space including Nike, Ruby Tuesday, Wasabi, Pottery Barn and Reebok and Shake Shack to name just a few.
Nina started her career in 2008, when she joined the Good Food Company – a subsidiary of Sultan Centre, as a Marketing Executive. Over the course of her career Nina has held a number of senior marketing positions including Marketing Manager for Nike and Head of Marketing: Sports and Fashion Department for Ali Abdulwahab Al Mutawa Commercial Company.
Nina holds a bachelor’s degree in advertising and public relations, which she was awarded by MSA University in 2008.
Flagship project Mall of Dhahran – to relaunch in 2025 with a total of 178,236 sqm² GLA and extension – Dhahran Boulevard to follow on 2026.
By 2036 RED plans:
To offer a GLA of 1.0 million sqm² To deliver 11 retail destinations that offer authentic experiences To manage assets valued in excess of 20 billion SAR To deliver annual mall revenue in excess of 2.2 billion SAR
Khaled Abuhamdeh is the CEO of RED, a position that he was ap pointed to in January 2024. On a day-to-day basis Khaled man- ages the strategic management and operational running of the company, ensuring RED stays true to its founding mandate.
Prior to joining RED Khaled spent almost 6 years in Dubai where he worked as the Vice President of Real Estate and Project Delivery for Majid AlFuttaim. With 35 years of experience in retail, real es- tate, leasing, project delivery and business development, Khaled brings extensive leadership and management experience to RED.
Khaled started his career in real estate in 1999 when he joined Unit- ed Real Estate Company (URC) in Kuwait working in multiple roles within the organization before eventually working his way up the career ladder to become Senior Projects Director and the Marina World Director. Here Khaled played an integral role in developing the strategic operations & tenants mix for malls in Kuwait, Oman and Egypt. Following his time with URC Khaled went on to hold a number of leadership positions including Senior Operations Di- rector and Leasing Director for Mabanee Company and Group Head of Real Estate and Head of Property for AlShaya Group.
Khaled holds a Bachelors of Civil Engineering which he was award- ed by Jordan University of Science and Technology and later went on to complete a number of specialized construction man- agement courses at San Diego State University-California State University.
Mai is the Vice President of Operations at RED, a position she was appointed to in early 2024. On a day-to-day basis Mai is responsible for the seamless management of RED’s opera- tions. Mai brings close to 20 years’ experience in leasing, real estate management and business development to the role and has held numerous senior positions in the sector.
Prior to moving to RED, Maiworked for Majid Al Futtaim where she headed up their real estate and leasing team. Mai boasts an extensive breadth of retail experience working with some of Kuwait’s most prominent shopping operators including The Avenues, Arabella Complex and The Sultan Centre.
Mai started her career in 2006 when she joined Coldwell Bank- ers. Following a short stint in Egypt Mai relocated to Kuwait, where she would spend 13 years honing her expertise in the field, working her way up the career ladder to hold a variety of senior positions including Leasing and Sales Manager for Mabanee Real Estate Development, Business Development and marketing Manager for ERA and Leasing Manager Ku- wait, Bahrain and Saudi Arabia.
Mai holds a Bachelor’s Degree in Electrical Power Engineer- ing which she was awarded to her by the University of Helwan.
Shereen Kabbany is the Senior Marketing Director for RED a posi- tion she was appointed to in April 2024. Within this remit, Shereen oversees all marketing activity for RED and its retail destina- tions.
Prior to joining RED Shereen worked as the Marketing Director for Thingoose Hospitality & Restaurants Management. Over her 2-year stint with the company, Shereen was able to make her mark ultimately tripling revenue through her comprehensive marketing strategies.
Bringing over 15 years of marketing experience to the role, Shereen has worked with a variety of high-profile retailers in the fashion, home furnishings, F&B, and health and wellness space including Nike, Ruby Tuesday, Wasabi, Pottery Barn and Ree- bok and Shake Shack to name just a few.
Shereen started her career in 2008, when she joined the Good Food Company a subsidiary of Sultan Centre, as a Marketing Ex- ecutive. Over the course of her career Shereen has held a number of senior marketing positions including Marketing Manager for Nike and Head of Marketing: Sports and Fashion Department for Ali Abdulwahab Al Mutawa Commercial Company.
Shereen holds a bachelor’s degree in advertising and public rela- tions, which she was awarded by MSA University in 2008.
Sultan Tayyar is the HR Manager of RED, a position that he was appointed to in August 2024. On a day-to-day basis Sultan manages and oversees the hiring and onboarding process, ensuring a positive working environment and retention of Saudi Arabia’s most promising talent.
Prior to joining RED Sultan spent a year with Cenomi e-commerce where he worked as the HRIS &Business Analyst. With almost a decade of experience in HR in real estate, Sultan brings with him a wealth of experience across HR strategy, onboarding, performance management, HRIS and employee relations.
Sultan started his career in Madinah in 1999 when he joined at the Saudi-German Hospital as a Computer Operator. Following his short stint with Cenomi, Sultan honed in on his HR expertise boasting a number of senior positions including Compensation & Benefits Unit Head and RIS Analyst Lead for Nesma and Partners Construction Company and Supervisor and HRIS Analyst for Albawani Construction
Sultan holds a Bachelors of Computer Science which he was awarded by Taibah University.
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