The Burj Al Arab in Dubai is famous for hosting various illustrative displays, with a bra being one of them. While Middle Eastern countries are typically recognized for their substantial oil wealth, minimal taxes, and warm climate, they are not usually associated with being sexually liberal. Carrying a sex toy in places like Dubai and Riyadh can lead to being searched or even detained. Despite this conservative culture, Ann Summers has revealed intentions to expand its stores in the United Arab Emirates (UAE), Kuwait, Saudi Arabia, Qatar, Bahrain, and Oman after a successful trial run last year and escalating demand for lingerie in the Gulf region.
According to Maria Hollins, the chief executive of Ann Summers, the retailer has observed a surge in Middle Eastern customers visiting its Marble Arch store. The lingerie market in the Gulf has been estimated by Ann Summers to be valued at approximately $1.7 billion (£1.3 billion). While consumers in the Middle East will have access to a similar range of lingerie, gloves, and masks as their Western counterparts, one notable difference is the absence of sex toys due to the prohibition of possessing such items under Islamic law in the region.
Despite the stringent regulations, industry experts view this retail expansion as a sign of gradual relaxation in societal attitudes towards sexuality and women's rights in the Middle East. Saudi Arabia, for example, has witnessed some advancements in women's freedoms under Crown Prince Mohammed bin Salman's leadership, such as allowing women to drive, travel independently, work, and establish businesses without male guardians’ permission. Nevertheless, critics highlight ongoing gender disparities in other areas like childcare and marriage perpetuated by the Saudi regime.
Ann Summers, established in the 1970s, played a pivotal role in challenging societal norms regarding sex and lingerie in the UK. However, the company has faced financial difficulties recently, reporting a £13.1 million loss last year. Maria Hollins has been spearheading efforts to revitalize the brand by emphasizing a return to its sexier roots. The company plans to pivot its image around “sexual wellness” by offering softer and less intimidating products as part of its restructuring strategy.