AL FAKHER ENTERS A NEW ERA AS AIR GOES PUBLIC ON NASDAQ

A milestone moment for the future of shisha

Al Fakher has always played a central role in shaping the global shisha experience. Today, that legacy moves into a new phase.

AIR (Advanced Inhalation Rituals), the parent company of Al Fakher, is now officially trading as a publicly listed company on Nasdaq under the ticker AIIR. This marks a significant milestone not only for the business, but also for the wider evolution of the shisha category.

This moment signals more than growth alone. It reflects strong confidence in the future of shisha as a globally recognized lifestyle, while reinforcing Al Fakher’s position at the center of that journey.

From cultural ritual to global lifestyle

Shisha has deep cultural roots that go back centuries. It began as a ritual built around connection, hospitality, and shared experiences. Over time, it has transformed into a modern social activity enjoyed across the world.

Today, people gather in cities such as Dubai, London, and New York to experience shisha in new ways. Premium lounges and curated environments have elevated the experience, while innovation has redefined expectations around flavor and quality.

As AIR highlighted during its Nasdaq debut:

“What originated centuries ago as a cultural ritual is now emerging as a modern, social experience embraced by both its core traditional consumers and a new generation of consumers in Western markets.”

This shift has helped position shisha as both a cultural mainstay and a contemporary lifestyle, with brands like Al Fakher leading that transition.

Why AIR’s Nasdaq listing matters

AIR’s move into the public markets represents an important turning point for the entire category.

It demonstrates the strength of a global business that was built in the UAE and has successfully expanded across international markets. It also brings a higher level of transparency, governance, and accountability, which are all characteristics associated with leading global companies.

For partners and stakeholders, this milestone brings several important signals:

• It reinforces long term stability within the category

• It supports continued investment in innovation and product development

• It enables broader expansion into new markets

• It encourages higher standards across the industry

CEO Stuart Brazier captured this sentiment clearly:

“AIR’s entry into the public markets represents a pivotal moment not just for our company, but for the evolution of the flavored shisha molasses category.”

“It is a milestone that captures years of hard work and success, and shows how far we have come, alongside the ambition we have to accelerate our innovation and global expansion as category leaders.”

Shaping the future of the shisha experience

With its Nasdaq listing, AIR is now the only scaled, purpose-built shisha platform that is publicly listed. This distinction highlights its leadership position within the category.

However, the focus is not only on what has been achieved. It is also firmly set on what comes next.

The company is continuing to invest in several key areas, including:

• Science driven product design that enhances consistency and performance

• Ongoing flavor innovation that meets evolving consumer preferences

• Improved product quality backed by advanced manufacturing processes

• Elevated experiences that reflect modern expectations

These priorities align closely with what Al Fakher has always stood for, which includes premium quality, reliability, and a strong connection to its consumers.

What this means for Al Fakher consumers

For Al Fakher customers around the world, this milestone strengthens a clear promise.

The brand will continue to evolve while staying true to its heritage.

Being part of a Nasdaq listed group enables:

• Stronger investment in product innovation

• Wider global availability and distribution

• Continued focus on quality and consistency

• An enhanced overall experience for consumers

As the category continues to grow and transform, Al Fakher remains both forward looking and grounded in its legacy, ready to shape what comes next while continuing to earn the trust of its global community.