Riches in Riyadh: What US Consumer and Luxury Brands Must Know Before Chasing Saudi Arabia's Booming Affluent Class
Saudi Arabia's expanding middle and upper classes are reshaping the consumer landscape at a pace few Western brands anticipated. For American companies eyeing this market, the opportunity is substantial—but so are the cultural, logistical, and strategic pitfalls that have already claimed their share of high-profile entries. Understanding what separates the brands thriving in the Kingdom from those quietly retreating is essential before committing capital to this market.