As the global luxury market encounters challenges in pivotal regions such as China, and as consumer preferences in the GCC shift towards value-oriented, digital-centric experiences, a new retail technology innovator is emerging in Dubai to address this evolving landscape.
Introducing Hushday, the first premium flash sales platform in the region operating by invitation only, which has successfully secured over Dh2 million ($550,000) in pre-seed funding from local technology investors. Its goal is to establish a novel channel for luxury and premium brands to expand within the Middle East while maintaining full control and brand integrity, alongside enhanced performance.
Although inspired by European platforms like Veepee (with a valuation exceeding €4 billion) and Gilt in the United States, Hushday is not merely a replica; it’s a locally developed model tailored specifically for regional brands and consumers who seek exclusivity, exceptional experiences, and operational excellence.
“Our purpose extends beyond resolving post-COVID inventory challenges,” declares Jennifer Cohen Solal, CEO and Co-founder. “We aim to create a scalable growth pathway for brands aiming to engage a younger, price-conscious, and digitally-savvy audience, without compromising their brand equity. The demand exists, and the region is prepared for it.”
In contrast to traditional retailers or mass-discount platforms, Hushday serves as a strategic distribution layer that enables brands to launch curated sales in a brand-safe environment that maximizes conversion rates while accessing valuable new customer segments.
The platform has already partnered with numerous brands, from regional entities to international giants, providing them with complete control over pricing, visibility, and inventory management strategies. Brands benefit from real-time analytics, customer insights, and dedicated assistance during onboarding.
“Our focus is not solely on clearing inventory,” emphasizes Jean Thillaye du Boullay, COO and former Carrefour executive. “It’s about purposefully reaching a new audience and transforming each campaign into revenue generation and customer retention. We meticulously manage every aspect of the experience, from curation to delivery, ensuring swift and accurate service.”
Hushday employs a referral-only model, granting selected members access to exclusive, time-sensitive sales across categories including fashion, beauty, accessories, electronics, home goods, and leisure products. Each sale is tailored to be mobile-friendly and designed to instill a sense of exclusivity and excitement.
With up to 50 flash sales each month, customer loyalty rewards, and AI-driven recommendations, the platform intends to enhance conversion rates while nurturing brand desirability.
“For our customers, the appeal lies not in discounts but in access,” explains Riad Djabri, CTO and former engineering lead at Doctolib. “We leverage technology to create a more personalized, seamless, and rewarding experience. Our objective is to ensure that each flash sale feels customized rather than transactional.”
Hushday distinguishes itself not only through its innovative format but also due to how effectively it resonates with the regional market’s needs and aspirations. Completely based in Dubai and supported by local tech investors, the platform is designed specifically for the Gulf, delivering a highly relevant and timely retail experience. A fully automated third-party logistics (3PL) system underpins operations, ensuring exceptional efficiency throughout the region. With the GCC’s premium off-price market projected to reach $6 billion, Hushday enters with a bold, digital-first, and safe brand model specifically crafted for this market—steering clear of outdated global strategies. “We’re not attempting to duplicate what was successful in Europe a decade ago,” asserts Jennifer Cohen Solal. “We’re creating solutions tailored to the current needs of the Middle East, considering its unique pace and expectations, all while scaling our efforts.” Having launched in the UAE this month, the company is already planning swift expansion into Saudi Arabia, Qatar, and Kuwait, fully poised to capitalize on the significant regional demand for intelligent, high-quality off-price retail.