Ann Summers expands in the Middle East
Ann Summers is expanding into the Middle East through a partnership with Liwa Trading Enterprises.
The lingerie retailer said the move will help it to build a strong retail and online presence across the Gulf Cooperation Council region.
Under the agreement, Ann Summers lingerie products will be available in the United Arab Emirates, Kuwait, Saudi Arabia, Qatar, Bahrain, and Oman through a franchise model, with Liwa also acting as a distributor.
Ann Summers began its partnership with Liwa last August with trial shop-in-shops at Mall of the Emirates and Dubai Mall. By February, it had expanded to 10 shop-in-shops, including new locations at Dubai Hills Mall and Abu Dhabi Marina Mall. Due to open by July 2025, the first standalone Ann Summers store in the region will offer a range of lingerie, nightwear, soft accessories, and fragrances.
As part of its Middle East expansion, Ann Summers will also enhance its online presence with the launch of Knickerbox.ae later this year. The platform will showcase Ann Summers and KBX items, as well as a range of third-party brands.
Maria Hollins, Ann Summers’ chief executive said: “We are delighted to announce our partnership with Liwa, a significant milestone in our international growth plans. This collaboration opens up fantastic opportunities for us to bring our innovative and inclusive products to a broader audience, ensuring every woman feels celebrated and confident in their own skin.”
