Inside Suwen’s UAE Debut: Why the Turkish Lingerie Brand Sees a Gap in the Market

With its first store now open at Dalma Mall, Abu Dhabi, Turkish lingerie and homewear brand Suwen is making its entry into the UAE at a time when the category remains relatively underserved. Positioned between high-street basics and premium labels, the brand is betting on fashion-led design, comfort and a strong fit proposition to carve out a space in the market. With a second store set to open at BurJuman and a five-store rollout planned for 2026, Anil Kukreja, GM Retail, Suwen, speaks to RetailME about why the UAE was the right next step for the brand, how Suwen is positioning itself in the region, and what comes next.

Why did Suwen choose Abu Dhabi, and Dalma Mall specifically, for its first store in the UAE?

With our experience in the UAE market and our existing relationships with malls, we felt the time was right to bring in a new category. Fashion as a whole is highly saturated, but the lingerie category is still relatively open, with only a handful of established players despite the scale of the UAE market.

Dalma Mall was a natural choice. We already have a strong presence there with other brands, and the location offered for Suwen was one that we simply could not ignore. It is a prime ground-floor position in the central atrium, in a mall that continues to attract a growing, family-oriented customer base.

What made you believe there was space for Suwen in the region?

When we spoke to leasing teams and mall partners across the UAE, the response was unanimous: the category is missing stronger players. Unlike mainstream fashion, which is already crowded, lingerie has room for a brand that combines fashion, comfort and accessibility.

Suwen brings something different to the market. The brand is more colourful, fashion-led and design-driven than many of the existing players, while remaining comfortable and affordable. That combination gives us a very clear positioning.

How would you describe Suwen’s sweet spot in the market?

We sit in the accessible mid-range segment. Our prices are almost the same as what Suwen offers in Turkey, with only a slight increase to account for landing costs.

The brand is more affordable than premium players, but offers better quality, comfort and a stronger design point of view than entry-level brands. We see ourselves as filling the gap between everyday basics and more expensive international labels.

How has the response been since launch?

The response has been surprisingly strong. Even before the store opened, customers were already asking about Suwen when they saw the “opening soon” signage at Dalma Mall. A good percentage of people already knew the brand, which made the transition into the market much easier than we had expected.

While we launched during Ramadan and then entered a challenging trading period, we were still able to achieve our targets. That has given us confidence in the potential of the brand in the UAE.

What have been the biggest learnings in bringing Suwen into the UAE?

For us, this category is very different from beauty, which is what we have traditionally worked in. Lingerie is far more dependent on fit, sizing and customer guidance. That has been one of the biggest learning curves for the team.

We have invested in bringing in people with category expertise because the customer journey here is very different. The focus is not only on the product itself, but on helping customers find the right fit and making them feel comfortable in the process.

What role does in-store experience play for Suwen?

It is absolutely central. One of the key insights we have seen is that many women are not wearing the right bra size. So the store experience is built around helping customers understand fit better.

Our staff are trained to guide customers through the process, help them with sizing and provide a more personalised experience. That service element is a major differentiator for us and one of the reasons we believe the physical store experience is so important in this category.

What are your expansion plans from here?

We are already preparing to open our second UAE store at BurJuman in Dubai, with the opening planned for April. Beyond that, our target is to open at least five stores across the UAE during 2026.

However, because Suwen is a niche category, we are very selective about locations. The right location matters much more in lingerie than in many other retail categories. We would rather wait for the right space than open in a mall that does not suit the brand.

Do you see online becoming an important part of the business?

Yes, but not immediately. Right now, our focus is on establishing the store network first. Once we have two or three stores operating and enough stock available, we will begin looking at online channels.

We are also considering partnerships with online retailers and quick-commerce platforms, particularly for categories such as basics and nightwear, which are easier to buy digitally. But because fit is such an important part of the brand, physical retail will remain at the centre of the experience.

How are you adapting the brand for the UAE consumer?

We are keeping the brand very close to the way it is presented globally. New seasonal collections and launches will continue to come into the UAE at the same pace as other markets.

At the same time, we understand that the UAE is a very promotion-driven market. Customers here expect strong offers and loyalty programmes, so Suwen has already been integrated into our Grace Club loyalty programme and we will continue to support the business with targeted promotions and offers.