TobaccoReporter logo

Tag: Advanced Inhalation Rituals

  • Al Fakher Owner Moves Ahead with Nasdaq Listing

    Al Fakher Owner Moves Ahead with Nasdaq Listing

    Advanced Inhalation Rituals (AIR), the Dubai-based owner of hookah tobacco brand Al Fakher, is proceeding with plans to go public on Nasdaq through a merger with Cantor Equity Partners III, with the deal potentially closing in early May. The company recently submitted its second filing to the U.S. Securities and Exchange Commission, and if approved, the transaction—valuing the combined entity at approximately $1.75 billion—will move to a shareholder vote.

    “The SEC’s declaration of effectiveness of our registration statement is an important regulatory milestone in our journey to become a public company,” said AIR CEO Stuart Brazier, “and we look forward to our planned debut on the Nasdaq as a pure-play social inhalation leader in the coming months.”

    AIR reported 2025 net revenue of $400 million, up 6% year over year, with profits rising to $47 million. The company serves around 14 million consumers globally and operates across 90 markets, with manufacturing facilities spanning the Middle East and Europe. Growth remains driven by expansion in markets such as the U.S., Europe, and Saudi Arabia.

    While operations have not been directly impacted by the ongoing Middle East conflict, supply chains have faced disruption due to the closure of the Strait of Hormuz, increasing logistics costs. The company said it has rerouted shipments and is working to offset higher expenses through cost controls and selective price adjustments, while maintaining its outlook for continued growth in 2026.

  • OOKA Marketing Efforts Target Miami Music Week

    OOKA Marketing Efforts Target Miami Music Week

    Shisha brand OOKA is using Miami Music Week as a marketing platform, hosting branded activations at pool parties in The Sagamore South Beach and Kimpton Surfcomber Hotel from March 25–29. The company is targeting hospitality and nightlife channels by offering VIP guests access to its charcoal-free hookah devices, positioning the product in high-traffic, premium social settings to drive visibility and trial among adult consumers.

    The activation focuses on integrating shisha use into venue experiences, highlighting ease of operation and suitability for bars, hotels, and clubs as operators seek alternatives to traditional hookah setups. The effort reflects a broader push by OOKa’s parent company, Advanced Inhalation Rituals, to expand distribution through experiential marketing and partnerships with hospitality venues, particularly in international nightlife hubs.

  • Air Global Launches R&D Facility in Dubai

    Air Global Launches R&D Facility in Dubai

    Photos: Air Global

    Advanced Inhalation Rituals (AIR Global) has launched a new research, design and development (RDD) lab in Dubai.

    Backed by an AED100 million ($27.23 million) investment, the facility will be used to develop and hire tech talent, drive innovation in the shisha industry and speed up the development of new products.

    The global hub will develop new inhalation products that build on the success of OOKA, a charcoal-free, pod-based shisha device, which, according to AIR Global, provides a cleaner alternative.

    OOKA currently delivers approximately 30 percent of AIR Global’s revenue in the United Arab Emirates region.

    The lab will boast newly designed laboratories and deliver purpose-built workshops; new products are in early phases of testing and intended for launch in 2025.

    “I have always drawn personal inspiration in my career from the power of technology—to create entirely new industries, disrupt existing sectors and develop products that no one else has thought of,” said AIR Global Chief Product Officer Paul Dawson.

    “And it’s this exact mindset and ethos that we will achieve through the RDD Lab. With an aspirational team from around the world and cutting-edge technology at our fingertips, we’ll be creating new prototypes and combining them with our existing range of products to fundamentally change how people experience shisha. It’s an exciting time to be part of such a talented team that will drive forward innovation.”

    The RDD Lab will employ 26 people and 19 different nationalities, with equal numbers of men and women in its workforce.

    “The business is embarking on the next phase in its growth journey at an incredibly exciting time, where consumers are showing appetite for more eco-conscious, reduced-risk shisha experiences. The RDD lab will not only create new products that put sustainability, science and technology at the forefront but enable us to break ground into new global regions,” said Chief Legal and Corporate Officer Ronan Barry.

    “The recent launch of OOKA in Germany, a significant shisha market, was a milestone moment for us as we aspire to bring new inhalation experiences to a European market. The launch of this lab gives us even more momentum to build on as we expand our product range and presence globally.”

  • Shisha Producer Calls Banks to Pitch for IPO

    Shisha Producer Calls Banks to Pitch for IPO

    Image: Дмитрий Скорина | Adobe Stock

    Advanced Inhalation Rituals (AIR), a Dubai-based producer of shisha molasses, has invited banks to pitch for roles in its planned initial public offering (IPO), which is expected next year, according to anonymous sources with knowledge of the matter, which is not public, reports Reuters.

    AIR has not decided on a listing venue yet, but Abu Dhabi and Dubai are among the options.

    Majority owner of AIR, Britain’s Kingsway Capital, is looking to follow a dual-track process where a seller pursues a sale and an IPO simultaneously. Rothschild and Co. is acting as financial advisor to AIR.

    Last month, Kingsway Capital started meetings with tobacco firms such as BAT and Japan Tobacco.