Ann Summers strikes strategic partnership to expand into Middle East

Ann Summers has signed a franchise agreement with Liwa Trading Enterprises (Liwa) to expand its business into the Middle East.

It follows a trial of Ann Summers shop-in-shops through Liwa in August 2024 and again in February 2025.

The deal forms part of the brand's 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 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 aims to strengthen Ann Summers’ brand presence and enable the company to capitalise on opportunities across both retail and e-commerce channels.

Ann Summers began working with Liwa in August 2024 with a successful trial of shop-in-shops at Mall of the Emirates and Dubai Mall. 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. Additional Ann Summers store openings are planned going forward.

Ann Summers CEO, 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."

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 in the region. The platform will feature Ann Summers, KBX, and selected third party brands.

In November 2024, it was reported that Ann Summers was exploring options for the sale of its lingerie and sex toy business. That came after the Gold family, which has owned Ann Summers for over 50 years, came to the company’s rescue with £5 million in funding after its losses began stacking up.

Interpath Advisory were being lined up to work on a process that could see the Gold Family relinquish full ownership of the business. It is not yet known if such plans have been put on hold.