Ann Summers intends to form a new partnership with Liwa Trading Enterprises in order to grow into the Middle East.
Through a franchising and distribution agreement with Liwa, the retailer will have access to the lingerie items throughout the United Arab Emirates (UAE), Kuwait, Saudi Arabia, Qatar, Bahrain, and Oman.
Later this year, Ann Summers’ Knickerbox platform—which will include the retailer’s merchandise, KBX, and a few third-party brands—will also debut in the area.
Trial shop-in-shops at Dubai Mall and Mall of the Emirates marked the start of the Liwa cooperation in August 2024. Since then, it has grown to ten shop-in-shops. In July 2025, Ann Summers will launch its first independent location, offering lingerie, fragrances, soft accessories, and nightwear. Additional locations are planned.
“The company is thrilled to announce the partnership with Liwa, a significant milestone for international growth plans,” said Maria Hollins, the retailer’s chief executive.
According to her, this partnership creates amazing chances to provide cutting-edge and inclusive products to a wider market, guaranteeing that every woman feels valued and secure in her own skin.
