The franchise settlement will help Ann Summers’ capability to construct a robust retail and on-line presence throughout the Gulf Company Council (GCC) area, which incorporates Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates (UAE).
Liwa gives experience in managing and rising worldwide manufacturers throughout the area’s key markets. Beneath the partnership, Ann Summers’ providing shall be out there throughout all GCC markets.
The lingerie market within the GCC is valued at $1.7bn (£1.3bn), making it a key development alternative for the retailer. The brand new partnership will assist bolster Ann Summers’ model presence and “allow the corporate to capitalise on alternatives throughout each retail and ecommerce channels”.
The family-owned lingerie enterprise first launched its partnership with Liwa in August 2024, trialling shop-in-shops at Dubai’s Mall of the Emirates and Dubai Mall. The enterprise expanded into 10 shop-in-shops by February 2025, together with new areas at Dubai Hills Mall and Abu Dhabi Marina Mall, additionally within the UAE.
The opening of the primary standalone retailer within the area is slated for July, providing lingerie, nightwear, gentle equipment and fragrances.
The growth will embrace a strengthened on-line presence by way of the launch of knickerbox.ae later in 2025. The platform will host lingerie manufacturers comparable to Ann Summers and KBX, in addition to different chosen third occasion manufacturers.
Ann Summers has plans for extra retailer openings within the area, hoping to determine a robust standing within the GCC’s rising lingerie market.
Maria Hollins, CEO, Ann Summers, stated: “We’re delighted to announce our partnership with Liwa, a big milestone in our worldwide development plans. This collaboration opens up unbelievable alternatives for us to deliver our revolutionary and inclusive merchandise to a broader viewers, making certain each lady feels celebrated and assured in their very own pores and skin.”
The growth marks a constructive turnaround for the retailer, which made a small variety of redundancies in November 2024, shortly earlier than information broke that it was lining up advisory agency Interpath to steer a strategic overview, which can result in a component or majority sale of the enterprise.
