Suwen Opens Its First UAE Store at Dalma Mall, Abu Dhabi
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.