As the global luxury sector encounters challenges in crucial markets such as China, and as consumer preferences in the GCC evolve towards value-centric, digital-first experiences, a new retail-tech entity is emerging in Dubai to capitalize on these trends.
Hushday, the first premium, invitation-only flash sales platform in the region, has successfully secured over Dh2 million ($550,000) in pre-seed funding from local tech investors. The goal is to establish a novel channel for luxury and premium brands to thrive in the Middle East while maintaining full control over branding, integrity, and performance.
Although inspired by successful European platforms like Veepee (valued at over €4 billion) and Gilt in the United States, Hushday offers a unique concept specifically tailored for the GCC market, designed for brands and consumers who desire greater exclusivity, experience, and effective execution.
“We are not merely addressing post-COVID inventory challenges,” states Jennifer Cohen Solal, CEO and Co-founder. “We are here to unveil a scalable growth pathway for brands wanting to connect with a younger, price-conscious, digital-savvy audience without compromising their brand equity. The demand is present, and the region is poised for this change.”
Hushday is distinct from conventional outlets or mass discount platforms, functioning as a strategic distribution layer where brands can launch curated sales in a secure, high-conversion setting, allowing them to reach valuable new customer bases.
The platform has already partnered with numerous brands, ranging from regional firms to internationally recognized names, providing full control over pricing, visibility, and inventory strategies. Brands benefit from real-time analytics, customer data insights, and dedicated support for onboarding.
“This initiative transcends merely clearing out inventory,” emphasizes Jean Thillaye du Boullay, COO and former Carrefour executive. “It focuses on intentionally engaging new audiences and turning each campaign into opportunities for both revenue and customer retention. We oversee every aspect of the experience from curation to delivery with speed and precision.”
Operating under a referral-only model, Hushday grants exclusive access to invited members for limited-time sales across various categories, including fashion, beauty, accessories, electronics, home goods, and leisure items. Each sale is tailored to be mobile-friendly and designed to instill a sense of rarity and excitement.
With the potential for up to 50 flash sales monthly, loyalty incentives, and AI-driven recommendations, the platform is engineered to convert interest into action while enhancing its desirability.
“For our users, the focus isn’t on discounts but rather on access,” comments Riad Djabri, CTO and former engineering lead at Doctolib. “We leverage technology to create a smarter experience that is more personalized, seamless, and rewarding. Our objective is to ensure that each flash sale feels customized rather than merely transactional.”
Hushday differentiates itself not only through its innovative approach but also by aligning perfectly with the region’s dynamics, needs, and ambitions. Based entirely in Dubai and supported by local technology investors, the platform is specifically designed for the Gulf, delivering a highly relevant and timely retail experience. Its operations are underpinned by a fully automated third-party logistics (3PL) system, ensuring operational efficiency and excellence across the region. With projections estimating the GCC’s premium off-price market to reach $6 billion, Hushday is introducing a bold, digitally driven, and brand-safe model explicitly aimed at this market, rather than relying on outdated strategies from other global regions. “We aren’t reproducing practices that succeeded in Europe a decade ago,” states Jennifer Cohen Solal. “We are creating what the Middle East requires right now, integrating its unique characteristics, pace, and expectations. And we are scaling it effectively.” Following its launch in the UAE this month, the company is already planning rapid expansion into Saudi Arabia, Qatar, and Kuwait, eager to tap into the substantial regional demand for intelligent, high-quality off-price retail solutions.
A Staff Reporter
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