Dubai’s Hushday, the first premium, invitation-only flash sales platform in the Middle East, has successfully raised over Dh2 million ($550 000) in pre-seed funding from regional tech investors. The startup aims to reinvent the retail experience for luxury and premium brands, providing them with full control and the opportunity to build brand integrity while achieving high performance.

Hushday is inspired by successful European models like Veepee and Gilt but is designed specifically for the Gulf Cooperation Council (GCC) market. The platform is tailored to meet the expectations of both brands and consumers, focusing on exclusivity and exceptional execution. Jennifer Cohen Solal, the CEO and Co-founder, emphasized that Hushday is not merely addressing post-COVID inventory issues but is creating a scalable growth path for brands looking to engage a younger, price-sensitive, digital audience.

The platform avoids traditional retail methods and mass-discount sites, serving instead as a strategic distribution layer where brands can launch curated drops in a safe and high-conversion environment. Hushday has already partnered with numerous brands, providing them with control over pricing and inventory strategy, along with real-time analytics and customer insights.

According to Khaleej Times, Jean Thillaye du Boullay, COO and former Carrefour executive, pointed out that the platform is focused on reaching new audiences purposefully, turning each campaign into a source of revenue and customer retention. Hushday operates on a referral-only basis, granting invited members access to limited-time sales across various categories, including fashion, beauty, and electronics.

The startup plans to conduct up to 50 flash sales per month, offering loyalty rewards and AI-driven recommendations to enhance the shopping experience. Riad Djabri, the CTO and former engineering lead at Doctolib, stated that the goal is to make each flash sale feel personalized rather than just transactional.

Hushday is uniquely positioned within the region, having been developed in Dubai and supported by local tech investors. The platform is designed to cater to the specific needs of the GCC market, ensuring efficiency through a fully robotized third-party logistics system. With the premium off-price market in the GCC expected to reach $6 billion, Hushday’s innovative approach aims to fill this gap. Jennifer Cohen Solal reiterated that the startup is focused on building a model suited to the Middle East’s current demands rather than replicating outdated strategies from other regions. Following its launch in the UAE, Hushday is also planning to expand into Saudi Arabia, Qatar, and Kuwait to capitalize on regional demand for high-quality off-price retail.