London: Milaf Global, a Public Investment Fund (PIF) company, has concluded the 'Saudi: Sky's The Limit' initiative, held in collaboration with a London retailer for six weeks, aiming to promote the presence of Saudi products and national brands in one of the world's leading retail destinations.

According to Saudi Press Agency, the initiative brought together more than 25 Saudi brands spanning the food, fashion, beauty, fragrance, jewelry, and lifestyle sectors.

Chairman of Milaf Global Majed Alassaf said: 'The 'Saudi: Sky's The Limit' initiative reflects PIF and its portfolio companies' commitment to contributing to enabling promising Saudi brands to access global markets.'

He added that the initiative recorded a more than 361% increase in total visits compared with the same period last year, reflecting the interest the experience generated and highlighting the promising potential of Saudi brands when showcased in a global environment that enables them to demonstrate their value and reach new consumer segments.