Suwen Opens Its First UAE Store at Dalma Mall, Abu Dhabi
Turkish lingerie and homewear brand Suwen has officially entered the UAE with the opening of its first store at Dalma Mall, Abu Dhabi.
The launch marks an important step for the brand as it expands into a market where the lingerie and homewear category still has strong room for growth. Positioned between high-street essentials and premium labels, Suwen brings together fashion-led design, comfort, colour and accessibility.
Speaking about the UAE launch, Anil Kukreja, GM Retail, Suwen, said the timing felt right for the brand’s entry into the market.
“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,” he said.
Abu Dhabi was chosen as the first step because of the team’s understanding of the UAE retail landscape and its established relationships with leading malls. Dalma Mall, in particular, offered the right visibility, location and customer profile for Suwen’s debut.
“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,” Kukreja said.
The new store is located on the ground floor in the central atrium of Dalma Mall, giving Suwen a strong presence in a high-footfall area. The mall’s growing family-oriented customer base also made it a suitable location for introducing the brand to UAE shoppers.
Suwen’s entry comes at a time when customers are looking for more choice in lingerie and homewear. While mainstream fashion is highly competitive, the lingerie category still has space for brands that combine better fit, comfort and style.
“When we spoke to leasing teams and mall partners across the UAE, the response was unanimous: the category is missing stronger players,” Kukreja said.
Suwen aims to fill this gap with collections that are colourful, design-driven and comfortable, while remaining affordable for everyday customers. The brand’s offering includes lingerie, sleepwear and homewear designed for women who want practical pieces without compromising on style.
Following the Dalma Mall opening, Suwen is preparing to open its second UAE store at BurJuman. The brand is also planning a wider rollout, with five stores targeted for 2026.
With its first UAE store now open, Suwen is focused on building a clear presence in the region by offering a fresh, comfortable and fashion-led alternative in lingerie and homewear.