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.
🔗 Join the waitlist: [www.hushday.com] 📸 Instagram: [@hushday_me] 📧 Media Enquiries:
As a trainee reporter and creative lead, I focus on curating engaging content and managing the social media presence for the company. I aim to connect audiences with relevant, impactful news through multiple digital platforms.
The UAE’s Ministry of Finance has announced a new set of amendments to the country’s VAT law, with the revised rules taking effect on January 1, 2026. The changes are designed to make the tax system easier to use and more aligned with international best practices.
In a statement, the Ministry said the move supports the UAE’s ongoing efforts to streamline its tax framework and improve administrative efficiency. The updates are also designed to provide businesses with greater clarity and reduce unnecessary paperwork.
Simpler filing, fewer steps
One of the biggest changes removes the requirement for businesses to issue self-invoices when using the reverse charge mechanism. Instead, companies will simply need to keep the usual documents that support their transactions, such as invoices, contracts and records, which the Federal Tax Authority (FTA) can review when checking compliance.
According to the Ministry, this adjustment “enhances administrative efficiency” and provides clear audit evidence without placing extra paperwork burdens on businesses.
Five-year window for VAT refunds
The updated law also introduces a five-year limit for claiming back refundable VAT after accounts have been reconciled. Once this period ends, businesses lose the right to submit a claim. Officials say this helps prevent long-delayed refund requests and gives taxpayers more certainty about their financial position.
Tighter rules on tax evasion
To protect the system from misuse, the FTA will now have the authority to deny input tax deductions if a transaction is found to be linked to a tax-evasion arrangement. This means businesses must ensure the supplies they receive are legitimate before claiming input VAT.
Taxpayers are expected to verify the “legitimacy and integrity” of supplies as part of these strengthened safeguards.
Supporting a competitive economy
The Ministry said the amendments will boost transparency, ensure fairness across the tax system and support better management of public revenue. The updated rules also aim to maintain the UAE’s competitive edge while supporting long-term economic sustainability.
In a significant development for cricket around the world, Pro10, spearheaded by cricket legend Ravi Shastri and sports entrepreneur Neeraj Sareen, today announced its groundbreaking international launch bringing professional T10 cricket to Southeast Asia and Europe.
The inaugural season features five franchise teams competing between January 30–February 4, 2026, at Thailand’s world-class Terd Thai Cricket Ground, with West Indies icon Sir Viv Richards serving as Thailand ambassador and a marquee roster including David Warner, Chris Lynn, and George Munsey.
Pro10 has been envisioned as a catalyst for cricket in emerging regions, pioneering professional cricket in non-traditional Southeast Asian and European markets. Not only does the initiative provide a fast, accessible format that empowers new audiences and aspiring players across Southeast Asia and Europe, but it also serves as a unique platform of structured, professionally run T10 cricket in Thailand, Bulgaria, and Poland.
The marquee competition will provide local players with an opportunity to rub shoulders with some of the finest international players and coaches, giving their development an undeniable boost. The league is firmly positioned a practical development tool for emerging nations that have limited access to international players.
Adding his perspective on Pro10 and the league’s impact on new regions, Sir Viv Richards, Thailand Ambassador, said:”Cricket grows strongest when it reaches new people, and new communities. Pro10 is doing exactly that by giving Thailand, Bulgaria, and Poland a platform to shine. I am delighted to help guide this journey and to see local talent gain exposure to international players and coaches. This is how the game expands, and this is where the future lies.”
Speaking on the launch and the league’s wider purpose, Ravi Shastri, Co-founder & Partner, said: “Pro10 represents cricket’s next evolution: explosive T10 excitement with genuine grassroots development. We’re creating sustainable ecosystems to develop stars from Thailand, Bulgaria, Poland, and beyond. Having Sir Viv Richards as Thailand ambassador and players like David Warner demonstrates the calibre we’re building. The T10 format is perfect for today’s world, showcasing cricket’s incredible global potential.”
Sharing his perspective on Pro10’s vision and long-term commitment to new cricket markets, Neeraj Sareen, Founder & CEO, said: “Pro10 is built from the ground up with sustainability, local talent development, and world-class entertainment. We’re partnering with communities, cricket boards, and institutions to create something truly special. Securing Sir Viv Richards as Thailand ambassador testifies to our vision. With Ravi’s cricket expertise, Roshan Mahanama and Russell Maduwantha’s operational brilliance, we’re building cricket’s future, not just hosting matches.”
The DP World International League T20 concluded its first-of-its-kind Mascot Design Competition this week. The competition was held from 4 July to 21 September.
The competition captured the imagination of students across the UAE. With an overwhelming number of entries, the activation demonstrated the extraordinary creativity, enthusiasm, and energy that cricket inspires among young minds, making it a truly nationwide celebration of sport, culture, and community.
The grand mascot unveiling was held at the Sheikh Rashid Auditorium, Indian High School, Oud Metha. The winning student, Levin Veeroy Fernandes, was officially announced, and his imaginative design (Habibi and Habibti) was transformed into the official mascot of the DP World ILT20, now set to become the face of the league for seasons to come.
The event featured an exciting reveal ceremony, with the student’s design brought to life and presented in front of a vibrant audience, celebrating not only Levin’s creativity but also the remarkable participation of schools and students across the UAE.
The DP World ILT20 extends its heartfelt thanks to all participants whose contributions made this initiative a resounding success. Each entry brought unique ideas and perspectives, reinforcing the league’s commitment to inspiring young minds and celebrating the spirit of cricket.
DP World ILT20 CEO David White: “On behalf of team DP World International League T20, I want to thank all the participants for their efforts. For us, all of you are winners, we are delighted with the interest that the competition created across the UAE.
“The DP World ILT20 is all about UAE and the development of the sport amongst present and future generations of cricketers. Sport and cricket in particular has helped bring together a number of communities and nationalities across the UAE. Cricket has a four-decade long legacy in the country and with the continued growth of the league, the future of cricket not only in the UAE but across the Gulf region is bright and exciting.”
Indian High Schools Group CEO Shri Punit MK Vasu: “Our partnership with DP World ILT20 presents a remarkable platform for our learners to witness world-class cricket in Dubai while embracing the deeper lessons the sport imparts.
“At The Indian High Group of Schools, we uphold the belief that cricket’s enduring spirit fosters respect, discipline, leadership, resilience, teamwork, and composure under pressure, values that cultivate not only accomplished athletes, but also well-rounded, future-ready individuals prepared to lead with integrity, ethics and purpose in a global arena.”
The DP World International League T20 Season 4 will begin on Tuesday, 2 December – UAE National Day (Eid-Al-Etihad) with a blockbuster opening, the six-team, 34-match tournament will conclude with the final on Sunday, 4 January 2026.