Alshaya launches Aura Pass in Saudi Arabia with 30% off at over 25 brands

Alshaya Group’s Aura rewards programme has announced the launch of Aura Pass in Saudi Arabia, offering members savings of 30% at more than 25 participating brands. Registration opens on 28 October 2026, with a one-off fee of SAR 199 (Saudi riyals), and benefits remain valid until 31 December 2026. The Saudi launch follows the initiative’s introduction in the UAE and Kuwait.

A paid subscription through the existing Aura app

According to the announcement published by the Al Imtiyaz Al Tijari franchise website on 27 October, the initiative is available to both existing and new members through the current Aura app. Participation is not restricted to existing account holders: customers can create an account or sign in, then pay the fee through the offer available within the app.

Once these steps are complete, subscribers can start using the benefits at participating brands. Registration, payment and access to the offer are all handled within the same app, rather than through a separate programme. The new subscription is therefore linked to the customer’s account in the existing rewards programme.

Aura Pass costs SAR 199 as a one-off payment, but this does not mean the benefits continue indefinitely: the announcement sets an expiry date of 31 December 2026. This is an important practical consideration when deciding whether to subscribe, as the value depends on the member’s eligible purchases during the offer period, rather than simply having an account.

The discount applies to full-price products

The main advertised benefit is a 30% saving on full-price products at participating brands. Describing the initiative as a blanket discount on all purchases would therefore misrepresent its stated scope: eligibility depends on both the participating brand and the product being sold at full price.

Brands named in the announcement include Starbucks, H&M, Foot Locker, Shake Shack, Chipotle, The Cheesecake Factory and Victoria’s Secret. This list illustrates the range of spending the initiative targets, from coffee and meals to fashion and other shopping needs, across Alshaya Group’s portfolio in Saudi Arabia.

The offer covers more than 25 brands, with its stated scope spanning restaurants, coffee, fashion, beauty, health and wellbeing, and lifestyle. For customers, this variety makes checking the participating brands an essential step before paying, so they can compare their usual purchases with the benefits they could realistically use before expiry.

Building on the group’s experience in the UAE and Kuwait

The launch of Aura Pass in Saudi Arabia follows its introduction in the United Arab Emirates and Kuwait, which the group described as successful. Steve Fick, Chief Operating Officer at Alshaya Group, said bringing the initiative to Saudi customers built on its success in those two markets and aimed to make everyday moments more rewarding.

The Saudi announcement specifies both a registration opening date and an expiry date for benefits, making this a time-limited offer whose terms and dates should be reviewed carefully. Its availability to both new and existing members also means the paid subscription is not restricted to a single category of Aura app users.

The announcement also highlighted rewards available through Aura at Alshaya brands, including five times the points at brands such as Bath & Body Works, COS and Le Labo. When assessing the offer, it is important to distinguish between the advertised Aura Pass discount and the points rewards mentioned among the programme’s benefits, rather than treating them as a single offer applying to every purchase.

Why does this matter to the franchise community?

For those following the franchise sector, the significance lies in the initiative’s focus on customer relationships across a portfolio of brands, rather than a new store opening or the announcement of franchise rights. It brings multiple brands together under one offer and uses the existing rewards app for subscriptions and access to benefits, with a stated fee and a defined validity period.

For brand owners and operators, the move offers an example of how shared benefits can be presented across a diverse brand portfolio. Assessing its impact on visit frequency or sales, however, requires actual results; launching the offer should not be equated with having already achieved those outcomes.

Practical takeaway: Before paying, check the participating brands, eligible products and benefit expiry date in the app, then weigh the subscription against your planned purchases. For operators, the key lesson is the importance of clearly communicating the price, duration and scope of benefits when offering similar programmes to customers.