Dubai, UAE – As global luxury faces headwinds in key markets like China, and as consumer behavior across the GCC shifts toward value-driven, digital-first experiences, a new retail-tech player is emerging in Dubai to meet that moment.
Hushday, the region’s first premium, invitation-only flash sales platform, has raised over AED 2 million (USD $550,000) in pre-seed funding from regional tech investors. Its ambition: to create a new channel for luxury and premium brands to grow in the Middle East — with full control, brand integrity, and next-level performance.
While inspired by European models like Veepee (valued at over €4 billion) and Gilt in the US, Hushday is not a copy-paste. It’s a GCC-first model, built locally for brands and consumers who expect more: exclusivity, experience, and execution.
“We’re not here to patch a post-COVID inventory issue,” says Jennifer Cohen Solal, CEO & Co-founder. “We’re here to open a new, scalable path for growth — for brands who want to reach a younger, price-sensitive, digital audience, without damaging their equity. The demand is here. The region is ready.”
A Private Sales Model Built for Today’s Reality
Unlike traditional outlets or mass-discount platforms, Hushday was designed as a strategic distribution layer, where brands can activate curated drops in a brand-safe, high-conversion environment — and tap into valuable new audiences in the process.
The platform has already signed dozens of brands — from regional players to global names — and offers full control over pricing, visibility, and inventory strategy. Brands receive real-time analytics, customer insights, and dedicated onboarding support.
“This isn’t just about clearing stock,” adds Jean Thillaye du Boullay, COO and former Carrefour executive. “It’s about reaching a new audience with purpose — and turning each campaign into both revenue and retention. From curation to delivery, we handle the full experience with precision and speed.”
A Curated Experience for Customers — With Access at the Core
Hushday operates on a referral-only model, granting invited members access to limited-time sales across fashion, beauty, accessories, electronics, home, and leisure. Each drop is personalized, mobile-first, and designed to create a sense of rarity and excitement.
With up to 50 flash sales per month, loyalty rewards, and AI-powered recommendations, the experience is built to convert — while reinforcing desirability.
‘’ For our users, it’s not about discounts. It’s about access,” says Riad Djabri, CTO and former engineering lead at Doctolib. “We use tech to make the experience smarter — more personal, more seamless, and more rewarding. Our goal is to turn every flash sale into something that feels tailored, not transactional.”
Hushday stands out not just for its unique format but for how seamlessly it aligns with the region’s pulse, needs, and ambitions. Entirely based in Dubai and backed by local tech investors, the platform is tailored for the Gulf, offering a deeply relevant and timely retail experience. At the core of its operations is a fully robotized third-party logistics (3PL) system, ensuring end-to-end efficiency and excellence across the region. With the GCC’s premium off-price market expected to hit $6 billion, Hushday is stepping in with a bold, digitally native, and brand-safe model that’s designed specifically for this market—not borrowed from outdated global playbooks. “We’re not replicating what worked in Europe 10 years ago,” says Jennifer Cohen Solal. “We’re building what the Middle East needs now — with its own codes, pace, and expectations. And we’re doing it at scale.” After launching in the UAE this month, the company is already eyeing rapid expansion into Saudi Arabia, Qatar, and Kuwait, fully intent on tapping into the massive regional demand for smart, high-quality off-price retail.
MEET THE FOUNDERS
Hushday’s founding team combines deep experience in fashion, e-commerce, tech, and operations—with a track record of scaling high-growth businesses in Europe and the Middle East.
Jennifer Cohen Solal – CEO With 15 years of experience in e-commerce, Jennifer has held leadership roles as Chief Marketing Officer for major fashion and tech brands, including some of Europe’s top private sales platforms. Before launching Hushday, she founded one of Paris’ most talked-about food startups—a digital-first brand that reimagined the world of French pâtisserie and made headlines for its bold, chef-led concept.
“We don’t believe in waste. We believe in reactivation. That’s the future of retail.”
Jean Thillaye du Boullay – COO A retail and logistics expert, Jean spent a decade at Carrefour and Majid Al Futaim, managing over 1B AED in annual turnover and leading large-scale digital transformations. At HushDay, he’s driving the commercial & operational engine with a focus on excellence, cost control, and scale.
“Our role is to create a win-win channel: an off-price destination where brands can clear inventory without harming their image, while customers access coveted labels at exceptional value. It’s built on trust, desirability, and a seamless experience from click to delivery.”
Riad Djabri – CTO Riad is a former engineering lead at Doctolib, one of France’s top unicorns. With a strong product and tech background, he is now driving Hushday’s vision to become the next-generation retail platform for the GCC.
“Our ambition is to build a tech platform that evolves with the brands we serve — integrating AI, circularity, and real-time insights to create a smarter, more sustainable way to sell luxury. But we’re equally focused on the customer experience: making every flash sale more relevant, more personal, and more seamless for the people who matter most.”
ABOUT HUSHDAY
Hushday is the first premium private sales platform built specifically for the Middle East. Founded in Dubai in 2024, the company offers luxury and premium brands a secure, high-conversion channel to manage excess inventory — while maintaining full control over pricing, image, and positioning.
The platform is invitation-only, operating as a curated destination where members access exclusive flash sales across fashion, beauty, accessories, home, electronics, and leisure. With up to 50 sales per month, Hushday delivers a mobile-first, gamified experience tailored to GCC consumers.
The platform will officially launch in the first week of May 2025 in the UAE, with plans to expand to Saudi Arabia, Qatar, and Kuwait in 2026. Backed by regional tech investors and powered by a fully automated logistics partner, Hushday combines premium retail standards with operational scalability — making it a strategic new growth channel for brands in the region.
Launching the 2nd of May 2025 in the UAE, Hushday is available by invitation only.
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The UAE fuel price committee on Saturday announced petrol and diesel prices for the month of June 2025.The Fuel Prices Monitoring Committee has kept the prices unchanged from the month of May.
Super 98 petrol will cost Dh2.58 a litre, compared to Dh2.58 a litre in May, while Special 95 will cost Dh2.47 a litre, compared to Dh2.47 a litre the previous month.
E-Plus category petrol will be available for Dh2.39 a litre, compared to Dh2.39 a litre in May, while diesel will now cost Dh2.45 a litre, compared to Dh2.52 a litre the previous month.
The UAE deregulated fuel prices in 2015, aligning them with market fluctuations.
Fuel prices in the UAE are tied to movements in the global oil market, which has experienced significant volatility since the beginning of the year.
The UAE has officially declared that Eid Al Adha will begin on Friday, June 6, following the sighting of the crescent moon on Tuesday evening, which marks the start of Dhu Al Hijjah, the 12th and final month of the Islamic calendar.
As a result, Dhu Al Hijjah will commence on Wednesday, setting the timeline for two of Islam’s most significant events: Hajj, which begins on the 8th day of the month (June 4), and Eid Al Adha, which falls on the 10th day (June 6).
The Hajj pilgrimage—a spiritual obligation for all able-bodied Muslims at least once in their lifetime—will begin on Wednesday, June 4, with Arafat Dayobserved on Thursday, June 5. Eid Al Adha celebrations will run from Friday, June 6, to Sunday, June 8.
This timeline indicates a likely four-day holiday for workers in the UAE, beginning on Thursday, June 5, and ending on Sunday, June 8, with normal work resuming on Monday, June 9. Both public and private sector employees are expected to benefit from this extended weekend.
Eid Al Adha, or the “Festival of Sacrifice,” commemorates Prophet Ibrahim’s willingness to sacrifice his son Ismail in obedience to God’s command. The occasion is marked by communal prayers, festive meals, and the ritual sacrifice of a goat or sheep, with the meat distributed among family, friends, and the less fortunate.
In keeping with the spirit of the occasion, the holiday is a time of reflection, generosity, and togetherness—hallmarks of the Islamic faith. Each year, millions of Muslims journey to Makkah for Hajj, with many also visiting Madinah, two of the most sacred cities in Islam.
The excitement around Once Upon a Time in Dubai, the region’s first truly global musical, has reached new heights with the official release of its upbeat anthem Habibi, performed by rising Lebanese star Amanda Maalouf. Known for her powerful vocal range and stage charisma, the Dubai resident takes centre stage in this track as Zeina, one of the lead characters in the show.
Composed by the internationally acclaimed Nazim Khaled and released under Universal Music MENA, this uplifting anthem blends international pop with Arabic rhythms and celebrates the very ‘multicultural heartbeat of Dubai’, according to Stéphane Boukris, the French entreprenuer and creator behind the musical he describes as a ‘genre-bending spectacle’ – all set to bring together Broadway and West End flair, cinematic visuals and a diverse international cast to Dubai for the very first time.
“It is a vibrant, feel-good tribute to the spirit of Dubai,” said Boukris, who previously produced the hit musical Robin Hood that sold over one million tickets across Europe. “The song captures the warmth, ambition and energy that define this city. We wanted a track that resonates with both residents and the world.”
Released this week on all major streaming platforms, Habibi marks a major milestone for the musical set to premiere in December 2025.
The single is accompanied by a stunning video teaser, shot against Dubai’s iconic skyline and desert dunes, reflecting the show’s larger-than-life scale. The song offers a sneak peek into the show’s soundscape, which blends Eastern melodies and Western arrangements – a signature style of the musical.
“Creating Habibi was about capturing the sound of a new Dubai – bold, inclusive, and full of rhythm. It’s a song that blends east and west, tradition and innovation, much like the city itself,” said Khaled, the composer who’s worked with artists like Kendji Girac in the past and whose compositions have garnered billions of views globally.
Once Upon a Time in Dubai tells the story of Will, a young artist who moves from London to Dubai to reunite with his partner, Sophia, and pursue his dream of producing a musical extravaganza. Themes of love, ambition, and Dubai’s vibrant culture are woven into the narrative.
The creators of the show that include director Johan Nus, known in the region for his work on Arabs Got Talent and The Masked Singer and Gilles Papain as the executive producer with experience on major productions like Celine in Las Vegas and Disney World of Colors in California, also announced the full international cast, one that brings together a remarkable ensemble of international talents, each with a unique artistic journey.
Stellar ensemble of international talents
Lebanese singer Amanda Maalouf stars as Zeina, a powerful voice navigating the tension between tradition and ambition. British talent Melissa Jeffrey, a tenacious dancer and singer who began full-time training at just 11 and later earned scholarships at London’s elite Urdang Academy, takes on the female lead role of Sophia. While Joe Woolford, also from the UK and a charismatic rapper whose rise to fame began on The Voice UK and culminated with his Eurovision appearance, plays the male lead Will.
Dubai-based performer Isiako (Khalid) infuses the stage with Mediterranean flair and a mix of reggaeton, soul, and pop as Portuguese vocalist Jessica Alves brings poise and energy to the role of Kim, drawing from her rich experience in Dubai’s live music scene. Dutch musical theatre star Shay Lachman takes on Gautam, adding depth with his classical training and international stage experience from productions across Europe and Asia.
Adding a soulful layer to the production is Canadian-Lebanese singer Enzo S, who plays Elias, the heart of the group. A semi-finalist from The Voice France Season 9, Enzo’s performance is shaped by more than 15 years of global stage experience and a strong academic foundation in jazz and gospel from Montreal’s Concordia University.
Speaking about the diverse ensemble, director Nus said, “We have gathered talent from across continents with each performer bringing their authentic voice and a bit of their culture to the stage. This show could only happen in Dubai.”
The musical is set to debut in December 2025 with a full-scale theatrical production that promises a rich blend of music, dance, and storytelling. “Each of these performers brings a unique voice, story, and spirit to the production,” added Boukris. “This is not just a show — it’s a love letter to Dubai through the eyes and voices of the world.”
Now, with the soundtrack’s first single Habibi available on all major platforms, the countdown to the premiere in December has officially begun.
The musical’s official Instagram handle @ouatidubai and website onceuponatimeindubai.com will continue to release behind-the-scenes footage, interviews, and teaser content in the lead-up to opening night.