to Saudi Arabia—The Cheesecake Factory, Texas Roadhouse, Shake Shack, P. F. Chang's and PizzaExpress. 2015 saw the Middle East debut of fast-food chicken restaurant Raising Cane's in Kuwait. In 2016, Alshaya launched its loyalty programme, Privileges Club, in Kuwait, with plans to roll the programme out across its GCC markets. Lebanese restaurant Babel opened its first outlet outside Lebanon, in Kuwait. In 2017, several new brands made their Middle Eastern debut, including Bouchon Bakery; Charlotte Tilbury; NYX Cosmetics; 400 Gradi; and & Other Stories. The company also opened the Four Seasons Hotel Kuwait at Burj Alshaya in downtown Kuwait City. Burj Alshaya features the 22-story Four Seasons in the Eastern Tower and houses the corporate headquarters of the company in the 43-story Western Tower. Also making their regional debut at Kuwait's new Avenues Phase IV extension were Swedish fashion brand Monki, Blaze Pizza and new entertainment concept TekZone. Luxury Home Fragrance brand Dr. Vranjes Firenze made its first Middle East foray later that year. In January 2019, Alshaya opened its own brand Amiti Noura, a restaurant that offers traditional Kuwaiti cuisine at Kuwait's largest shopping mall, The Avenues followed by the opening of contemporary New York city-based fashion brand alice + olivia by Stacey Bendet, in April. Later that year, Alshaya Group partnered with Hilton to open 70 Hampton by Hilton Hotels in nine countries the Middle East, North Africa, Turkey and Russia. In December 2019, Alshaya signed an agreement with Equinox Group to bring three fitness brands to the region: Equinox Fitness Clubs, SoulCycle and Blink Fitness, with initial opening plans focused on Dubai in late 2020. They also announced plans to bring the Canopy by Hilton hotel brand to Kuwait. In early 2020, Alshaya introduced café and bakery Princi to Kuwait. In March 2022 Alshaya Group temporarily closed all stores in Russia (Starbucks, Mothercare, The Body Shop, Victoria's Secret), which might be connected to the international sanctions imposed against Russia because of the war in Ukraine. Operations Some of the brands managed and operated by Alshaya Group include Raising Canes, Mothercare, American Eagle, Debenhams, Harvey Nichols Kuwait, Payless ShoeSource, Topshop, Starbucks, Shake Shack, The Cheesecake Factory, Pinkberry, P. F. Chang's, Le Pain Quotidien, Katsuya by Philippe Starck, The Body Shop, Victoria's Secret, Boots pharmacy, Vision Express, Pottery Barn, Williams Sonoma, and KidZania Kuwait. Its hotel division owns the Sheraton Hotel in Kuwait and the Oberoi Hotel in Medina,