Inclusive Lingerie Brand Set to Conquer New Markets
- Ann Summers partners with Liwa Trading Enterprises for Middle East expansion
- Expansion includes lingerie products and Knickerbox platform in UAE, Kuwait, Saudi Arabia, Qatar, and Oman
- First shop-in-shops opened at Mall of the Emirates and Dubai Mall in August 2024
- Standalone store opening in July 2025 with lingerie, nightwear, soft accessories, and fragrances
- More stores planned for the future
Ann Summers, a UK-based lingerie retailer, is expanding its reach into the Middle East through a partnership with Liwa Trading Enterprises. The collaboration will bring Ann Summers’ products and its Knickerbox platform to the United Arab Emirates (UAE), Kuwait, Saudi Arabia, Qatar, and Oman via franchise and distribution deals. The retailer plans to open its first standalone store in July 2025, offering lingerie, nightwear, soft accessories, and fragrances. Ann Summers’ CEO Maria Hollins expressed excitement about the partnership, stating it will allow the brand to reach a broader audience and celebrate women’s confidence. The partnership began with shop-in-shops at Mall of the Emirates and Dubai Mall in August 2024.
Factuality Level: 8
Factuality Justification: The article provides accurate information about Ann Summers’ expansion plans into the Middle East through a partnership with Liwa Trading Enterprises, mentions the products that will be available in the region, and includes a quote from the retailer’s CEO. It also gives a timeline for the first standalone store opening. However, it contains some minor details about the trial shop-in-shops in 2024 which may not be relevant to the main topic.
Noise Level: 3
Noise Justification: The article provides relevant information about a company’s expansion into new markets through a partnership with another company. It includes specific details about the products and timeline of the expansion, as well as a quote from the CEO. However, it lacks any analysis or discussion of potential challenges or implications of this move.
Financial Relevance: Yes
Financial Markets Impacted: No
Financial Rating Justification: The article discusses a partnership between Ann Summers and Liwa Trading Enterprises, which is related to the expansion of Ann Summers into the Middle East market. This could potentially impact the company’s financial performance and growth in the region.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no extreme event mentioned in the article.
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