Cultural Assets Group Acquires The Pop Up Brand Through Subsidiary Haal to Strengthen Cultural Retail Investment

The acquisition strengthens Cultural Assets Group’s investment in Saudi fashion and cultural retail, providing local designers with greater opportunities to scale and connect with the creative economy.

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Cultural Assets Group announced its acquisition of The Pop Up, through its subsidiary Haal, during the Cultural Investment Conference in Riyadh, held under the patronage of His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister. The acquisition reflects the Group’s commitment to expanding and reinforcing its presence in the fashion and cultural retail sector, recognized as a vital pathway connecting culture with the creative economy.

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Founded in 2018, The Pop Up is a Saudi brand specialized in fashion and apparel, dedicated to supporting and empowering local designers and labels by showcasing products and enabling commercial growth and expansion. To date, it has presented more than 120 Saudi fashion labels, enabled over 30 brands to expand from emerging concepts to established market players, and facilitated the sale of nearly half a million items.

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Mohammed Almashjari , CEO of Haal, stated: “The fashion and cultural retail sector is a bridge between culture and the creative economy. Through Haal, we seek to contribute to this vital sector in ways that meet the aspirations of youth and enhance the Kingdom’s standing in this field.”

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Nawaf AlAbdali, Founder and CEO of The Pop Up, added: “Joining Haal and the Cultural Assets Group ecosystem marks a pivotal moment for The Pop Up. It gives us greater capacity and resources to continue our growth and expansion.” and Abdulelah Alabdali, Co-Founder and Creative Director of The Pop Up, added: “This acquisition provides us with a deeper opportunity to expand our impact in empowering local brands and showcasing Saudi identity in the fashion and cultural retail industry.”

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The acquisition is part of the private investment fund launched by Cultural Assets Group with financing from the Cultural Development Fund, demonstrating a strategic commitment to advancing the cultural fashion and retail sector as one of the drivers of the creative economy. It also opens new avenues for local designers and brands to scale and achieve greater influence. This step reaffirms Cultural Assets Group role in strengthening Saudi Arabia’s cultural and creative industries through targeted investments that empower local talent, foster innovation, and solidify the Kingdom’s position as a global cultural hub.

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About Cultural Assets Group Cultural Assets

Group is the largest privately-owned cultural and creative group in Saudi Arabia, dedicated to shaping the Kingdom’s cultural future through strategic investment, innovation, and ecosystem development. As an institutional leader, the Group builds and manages a portfolio of cultural enterprises and intellectual properties operating across a wide spectrum of the cultural and creative industry

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Through its subsidiaries and initiatives, the Group bridges creativity and capital, driving sustainable cultural growth that aligns with the goals of Saudi Vision 2030. Its mission is to elevate the economic value of cultural and creative industries, and leave a lasting impact by designing programs and subsidiaries that build legacies

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About The Pop Up

Founded in Saudi Arabia in 2018, The Pop Up is a brand specialized in fashion and cultural retail. The brand empowers local designers and labels by supporting their commercial growth and expanding their market presence. Since its inception, The Pop Up has hosted more than 120 Saudi brands and enabled many of them to transition from temporary showcases to sustainable expansion, reflecting its role in supporting talent within the Kingdom’s fashion sector.