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Sandra Halliday Published
March 19, 2025
Lingerie specialist Ann Summers on Wednesday announced its expansion into the Middle East through a strategic link with Liwa Trading Enterprises (Liwa).
It’s a franchise deal that “represents a major milestone in Ann Summers' global growth strategy, aiming to build a strong retail and online presence across the Gulf Cooperation Council (GCC) region”.
Liwa is a major name in Middle East retail and “brings extensive expertise in managing and growing international brands across the region’s key markets”.
It means the label’s products will be available in the United Arab Emirates (UAE), Kuwait, Saudi Arabia, Qatar, Bahrain, and Oman through the franchise model with Liwa also acting as a distributor.
The company sees the region as a key growth opportunity for it with the local lingerie market valued at $1.7 billion last year and growing strongly.
Ann Summers said that partnering with a local player like Liwa will strengthen its brand presence and “enable the company to capitalise on opportunities across both retail and e-commerce channels”.
The company has already been working with Liwa since last August and the new deal shows that it's clearly happy with the results of that initial partnership. Last summer it began with trial shop-in-shops at Mall of the Emirates and Dubai Mall. This was then expanded to 10 shop-in-shops by last month, including new locations at Dubai Hills Mall and Abu Dhabi Marina Mall.
The first standalone Ann Summers store will open by July, “offering an elevated shopping experience with lingerie, nightwear, soft accessories, and fragrances”. There are also plans for more store openings.
There will be a strengthened online presence too with the launch of Knickerbox.ae later this year (the UK company owns the Knickerbox brand). The platform will feature Ann Summers, KBX, and selected third-party brands.
Ann Summers CEO Maria Hollins said the latest deal “opens up fantastic opportunities for us to bring our products to a broader audience”.