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ROSHN rebrands as Multiasset Developer Driving the Transformation of Saudi Real Estate

ROSHN, the new multi-asset real estate developer backed by Saudi Arabia’s Public Investment Fund, is launched with a brand and strategic positioning that seeks to make the company the preeminent player in multi-asset real estate development. The venture should help in bettering the state’s efforts to achieve an improved urban landscape while consolidating its position in the domestic real estate market further. 

The new branding reflects a new corporate identity and overarching strategy to enhance the quality of living in Saudi Arabia as a whole. The company has expanded the portfolio of the property assets to be more representative of different kinds of property assets, especially a reflection of sustainability and innovation. The vision through ROSHN resonates with Saudi Arabia’s goals as presented in the Vision 2030 program, particularly achieving 70 percent homeownership. 

This strategic change will also focus ROSHN on building vibrant integrated communities as it moves away from purely residential development into a mixed-use project, commercial spaces, and leisure facilities.  

Expanding their vision on behalf of the company, the company expanded to build various high-quality destinations to cater to different aspects of society’s interests and thus support economic growth and social well-being. 

We’re committed to seeing innovative sustainable developments that improve the quality of life and contribute to economic diversification,” says Ghada Al-Rumayan, Group Chief Marketing and Communications Officer at ROSHN. 

A key example of ROSHN’s evolving strategy is the MARAFY development in Jeddah, which will introduce a pioneering waterway system connecting the Red Sea to local neighborhoods — a first in the Kingdom. 

Currently, ROSHN’s portfolio spans over 200 million square meters of residential space and more than 4 million square meters of commercial real estate. The company is also expanding into emerging sectors, including logistics, industrial zones, transportation, entertainment, and fitness, positioning itself as a central player in Saudi Arabia’s economic transformation.