Ann Summers Signs Franchise Deal With Liwa to Enter Six Gulf Markets
Ann Summers has signed a franchise agreement with Liwa Trading Enterprises to expand into the Middle East.
Under the deal, Ann Summers lingerie will be sold in the United Arab Emirates, Kuwait, Saudi Arabia, Qatar, Bahrain and Oman through a franchise model, with Liwa also acting as distributor. The agreement follows trials of Ann Summers shop-in-shops through Liwa that began in August 2024 at Mall of the Emirates and Dubai Mall and grew to 10 locations by February 2025, including Dubai Hills Mall and Abu Dhabi Marina Mall.
The first standalone Ann Summers store in the region was scheduled to open by July 2025, with more planned. The company also planned to launch Knickerbox.ae later in 2025, offering Ann Summers, KBX and selected third-party brands online in the region.
"We are delighted to announce our partnership with Liwa, a significant milestone in our international growth plans," said chief executive Maria Hollins.
The expansion comes months after reports that the Gold family was exploring options for the business, including a possible partial or majority sale, after providing GBP 5 million in funding. It was not known whether those plans had been put on hold.
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