JV between Al Hokair Group and SugarMoo to grow the brand in the KSA

JV between Al Hokair Group and SugarMoo to grow the brand in the KSA

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SugarMoo announced a joint venture (JV) partnership with Al Hokair Group to provide creative dessert solutions for customers’ needs in KSA, to be operated under the name of SugarMoo Desserts.

Launched as Dubai’s first online dessert bakery in 2014, SugarMoo Desserts has since expanded into four Dessert Labs throughout the city, and now caters to over 100 F&B outlets.

The JV combines the creativity and diversity of SugarMoo’s products and Al-Hokair’s established global resources and expertise in the KSA market. Al Hokair, one of the region’s largest entertainment and hospitality companies, seeks to grow their F&B offerings by including new and trendy desserts, a vision SugarMoo continues to implement in its business model.

Raki Phillips, cofounder of SugarMoo Desserts, said: “We believe KSA is a key market to develop the brand into being a regional operator, as it has the largest population in the GCC and biggest opportunity to grow and scale in the region.  Making dessert options more accessible to consumers is a huge global opportunity and we are well positioned to be leaders in this space. We are very much looking forward to the start of this new chapter.”

As the SugarMoo parent company and structure remain the same, the UAE-based team will continue to manage the day-to-day operations. “We will definitely have opportunities for our senior management to be focused on KSA and base a leadership in the Kingdom. We will be launching in Riyadh and later expand to other cities like Jeddah and Dammam,” added Phillips.

Al Hokair, an entertainment company that started from 1975, will provide SugarMoo with a wide platform of opportunities within their various levels of businesses that compliment its dessert offerings. “We are excited to be bringing the first and unique e-bakery concept to the KSA market. We are confident that our partnership will lead to fruitful results,” said Sami Al Hokair, deputy CEO & GM of Al Hokair Group.

The bakery plans to launch in Riyadh this year with a full dual-language website, central kitchen and app, and are currently sourcing locations to introduce the Dessert Labs, as well as the Dessert Lounge, their conceptualized sit-down idea.

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