Ann Summers to expand its Middle East presence as part of global growth strategy

This franchise agreement is a huge milestone in the lingerie retailer’s global strategy and Liwa, a leading retail group in the Middle East, will bring expertise in managing and growing international brands in key markets.

The agreement means Ann Summers lingerie products will be available in the United Arab Emirates (UAE), Kuwait, Saudi Arabia, Qatar, Bahrain, and Oman.

Ann Summers started working with Liwa in August 2024 with trial shop-in-shops in Dubai, and later expanded this to 10 other shop-in-shops in the region.

The first standalone Ann Summers store is expected to open in July 2025 showcasing lingerie, nightwear, soft accessories and fragrances.

The lingerie market in the Gulf Cooperation Council was valued at $1.7bn (£1.3bn) in 2024, representing a key growth area for Ann Summers. 

Its expansion in the Middle East will include a “strengthened online presence” with the launch of Knickerbox.ae later this year. The platform will host Ann Summers, KBX, and third party brands. There are also plans for additional store openings.

Ann Summers 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.”