Ann Summers plots Middle East expansion

Ann Summers is planning to expand into the Middle East through a new partnership with Liwa Trading Enterprises.

The tie-up will see the retailer’s lingerie products available in the United Arab Emirates (UAE), Kuwait, Saudi Arabia, Qatar, Bahrain, and Oman through a franchise and distribution partnership with Liwa.

Ann Summers’ Knickerbox platform will also launch in the region later this year, featuring the retailer’s products, KBX and selected third party brands.

The Liwa partnership first began in August 2024 with trial shop-in-shops at Mall of the Emirates and Dubai Mall. It has since expanded to 10 shop-in-shops.

Ann Summers will open its first standalone store in July 2025, selling lingerie, nightwear, soft accessories, and fragrances, with more shops in the pipeline.

The retailer’s chief executive Maria Hollins 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.”

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