Lagardère Travel Retail has officially introduced its popular So! Coffee brand to Saudi Arabia, marking a major step in its regional strategy. The launch highlights the company’s growing commitment to Saudi airports and strengthens its food and beverage portfolio. So! Coffee is positioned as a key growth driver in the Kingdom’s travel retail landscape.
The debut outlet opened at Prince Mohammad bin Abdulaziz International Airport in Madinah. The café spans 320 square feet and offers travelers a welcoming space to enjoy coffee and snacks before departure. Additionally, Lagardère Travel Retail introduced a Trib’s outlet in the airport’s International Departures Lounge, featuring sandwiches, paninis, and pastries.
Over the past year, Lagardère has doubled its presence in Saudi Arabia, now operating 44 stores across various categories. These include foodservice, travel essentials, and duty-free outlets. The company views Saudi Arabia as a central hub for its Middle Eastern growth. Therefore, So! Coffee represents both an investment and a promise of long-term collaboration with the Kingdom.
Globally, the French retailer continues to strengthen its footprint. Since its creation in January 2016, So! Coffee has grown to 65 locations in airports, train stations, and shopping centers across Europe. Countries like Poland, France, Spain, Romania, and the Czech Republic host its thriving outlets. This international success gives the brand confidence as it enters the Saudi market.
The expansion aligns with Lagardère’s broader vision of blending global expertise with local opportunities. Saudi airports welcome millions of passengers every year, and retail partnerships at these hubs are considered essential for growth. The company’s master concession agreement at Madinah International Airport showcases its intention to invest for the long term.
Beyond So! Coffee, Lagardère manages a diverse brand portfolio. Its licensed operations include global favorites like Starbucks, Costa Coffee, Pret A Manger, Paul, and EL&N. With around 1,600 restaurants, cafés, and bars worldwide, the company stands among the leading food and beverage operators in the travel retail sector.
Financially, Lagardère Travel Retail continues to grow steadily. The company recorded €5.8 billion ($6 billion) in sales last year, reflecting a 15.8% annual increase. Furthermore, revenue for the first half of 2025 reached €2.9 billion ($3.4 billion), showing a 5.1% year-on-year rise.
The arrival of So! Coffee in Saudi Arabia signals more than just a new café. It represents retail confidence, market expansion, and an enduring partnership with the Kingdom’s aviation sector.
