Ann Summers announces strategic partnership with Liwa, expanding into Middle East

Ann Summers is excited to announce its expansion into the Middle East through a strategic partnership with Liwa Trading Enterprises (Liwa). This franchise agreement 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, a retail group in the Middle East, brings extensive expertise in managing and growing international brands across the region’s key markets. Under the agreement, Ann Summers lingerie products will be available in the United Arab Emirates (UAE), Kuwait, Saudi Arabia, Qatar, Bahrain, and Oman through a franchise model with Liwa also acting as a distributor.

The Middle East represents a key growth opportunity for Ann Summers with the lingerie market in GCC valued at $1.7 billion in 2024. It is growing exponentially, offering diverse opportunities that are driven by location and footfall. Partnering with a local player like Liwa will strengthen Ann Summers’ brand presence and enable the company to capitalise on opportunities across both retail and e-commerce channels.

Ann Summers began its partnership with Liwa in August 2024 with trial shop-in-shops at Mall of the Emirates and Dubai Mall. After a successful trial, the brand expanded to 10 shop-in-shops by February 2025, including new locations at Dubai Hills Mall and Abu Dhabi Marina Mall. The first standalone Ann Summers store is set to open by July 2025, offering an elevated shopping experience with lingerie, nightwear, soft accessories, and fragrances.

Ann Summers’ Middle East expansion will include a strengthened online presence with the launch of Knickerbox.ae later this year, offering a convenient new way to shop. The platform will feature Ann Summers, KBX, and selected third party brands. With plans for additional store openings already underway, Ann Summers is set to establish a solid position in the region’s growing lingerie market, offering expert advice and a confident shopping experience both in-store and online.

Maria Hollins, Ann Summers’ CEO, commented: “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.”