Dubai-based startup Hushday has raised AED 2 million (US$550,000) in pre-seed funding to launch the first invitation-only premium flash sales platform in the Middle East.

The funding comes from regional tech investors as Hushday prepares for its UAE launch on May 2, 2025.

The platform will help luxury brands manage excess inventory while preserving brand integrity, offering curated sales events in a private setting.

Hushday operates on a mobile-first, referral-only model, with AI-driven recommendations and loyalty rewards to enhance customer experience.

The founding team includes CEO Jennifer Cohen Solal, COO Jean Thillaye du Boullay, and CTO Riad Djabri.

The company plans to expand into Saudi Arabia, Qatar, and Kuwait by 2026.

🔗 Source: Hushday

🧠 Food for thought

1️⃣ The GCC luxury market represents a counter-trend to global luxury slowdown

Hushday’s timing aligns with a significant divergence in global luxury market trends, where GCC growth outpaces other regions.

While the global luxury market faces a projected slowdown to just 1-3% growth from 2024 to 2027, the GCC luxury market is expected to more than double from USD 16.93 billion in 2024 to USD 37.55 billion by 2033, growing at 8.79% CAGR1.

The UAE in particular maintains a dominant position in regional luxury spending due to its combination of high-income residents and robust tourism infrastructure2.

This regional resilience explains why Hushday is positioning itself specifically as a “GCC-first model” rather than simply importing European concepts—they’re targeting a market that’s growing while traditional luxury strongholds like China face headwinds.

Flash sale models tend to thrive during economic uncertainty when both consumers and brands seek alternative channels, making Hushday’s timing strategic as global luxury recalibrates.

2️⃣ Regional e-commerce has matured beyond simple marketplace models

Hushday enters a market that has already experienced significant e-commerce evolution, building on the foundation established by regional pioneers.