Hushday Raises Over US$500,000 to Launch in Dubai

Dubai-based Hushday, which bills itself as the Middle East’s first premium, invitation-only flash sales platform, is all set to launch after securing over AED2 million (US$544,510) in a pre-seed funding round led by regional tech investors. 

Founded by Jennifer Cohen Solal, Jean Thillaye du Boullay, and Riad Djabri, Hushday has been designed as an invite-only platform that gives consumers access to excess inventory from luxury and premium brands, while helping those brands preserve pricing integrity and brand positioning.  

Inc. Arabia spoke with Cohen Solal, co-founder and CEO of Hushday, to discuss her company’s vision, its distinctive business model, and upcoming expansion plans across the GCC. 

“Raising our first AED2 million in pre-seed was less about selling a dream and more about proving that HushDay was the right solution to address a problem,” Cohen Solal said. “The time of the market was simply perfect. When we started speaking with brands, it became very clear: they were struggling with excess inventory, and there were no adequate solutions in the region to protect their brand image while managing this challenge. The retail market here is booming, new stores are opening every month, and to avoid missing any sales, distributors are naturally overstocking. We bring a concrete solution that doesn’t just solve the problem, it creates value, by helping brands turn excess into opportunity without compromising on positioning.” 

According to Cohen Solal, with the GCC’s premium off-price market expected to reach $6 billion, Hushday is thus tapping into a rising demand for exclusive, digitally native shopping experiences that don’t compromise on brand positioning. “We deliberately chose an invitation-only, referral-based model because it’s at the very heart of what makes Hushday different from traditional outlets or discount platforms,” Cohen Solal explained. “Brands today are looking for discreet, controlled ways to manage their excess inventory without risking their image, and they want to operate in a premium environment that reflects their positioning.” 

Cohen Solal noted that one of Hushday’s core differentiators lies in its carefully chosen model. The platform has secured partnerships with numerous brands, from regional to global names, offering control over pricing, visibility, and inventory strategies. With up to 50 flash sales each month, loyalty rewards, and AI-driven recommendations, it operates with a fully automated third-party logistics (3PL) system, ensuring efficiency across the region. 

“With Hushday, by keeping promotions private and closed to a vetted community, we protect brands from image dilution,” Cohen Solal added. “We allow them to discreetly address a different, complementary market segment: younger, more digital-savvy consumers who love the thrill of exclusive access, but who still respect the brand's story and image.” 

Hushday is preparing to launch in the UAE in May, armed with a sharp focus on delivering a standout user experience from day one, partnering with a strong lineup of premium and luxury brands, and building a loyal, engaged base of early adopters—the platform’s first “Hushers.” “Being a Husher means more than just accessing exclusive sales,” Cohen Solal said. “It represents being part of an inner circle, people who are smart about how they shop, who appreciate curation, quality, and the thrill of finding something exceptional before anyone else. The name Husher, and Hushday itself, carries a deeper meaning. 'Hush' evokes the idea of a secret, something you don’t shout about but whisper to your closest friends. That’s exactly the spirit we wanted to create: an environment where great finds are quietly shared, discreetly enjoyed, and never exposed to the mass market.” 

While it’s launching in the UAE, Hushday already has plans to expand into Saudi Arabia, Qatar, and Kuwait to meet growing regional demand for high-end retail. “In the GCC, consumers aren’t just looking for discounts; they want to feel part of something special,” Cohen Solal said. “We’re not selling discounts; we’re building a club that every shopping addict dreams of joining.” 

The investment in Hushday is thus a key driver for its growth, enabling the team to move forward on several fronts simultaneously—from hiring top talent and advancing its technology and innovation plans, to developing the mobile app and expanding its community across the GCC. 

“Hushday brings real value to a market where luxury goods are highly prized, but where consumer behavior is evolving fast,” Cohen Solal added. “With the rising cost of living, even affluent shoppers are becoming more price-sensitive, but they're not willing to compromise on quality or experience. They still want access to exceptional brands, but they also want to feel that what they're buying has been thoughtfully curated for them, not just discounted for the masses.” 

As for the long-term plan, Cohen Solal revealed that Hushday has plans to go beyond its flash sales offering. “We're working on new ways to personalize the shopping experience using smart data, to expand our services for brands, and to create exclusive offline activations that connect digital and physical worlds,” Cohen Solal said. “We already have some exciting strategic partnerships in the pipeline, including collaborations with leading retail groups and innovative tech players. Let’s just say that our ambition is not just to follow the market, it’s to shape it.” 

Pictured on the lead image Hushday's team. Image courtesy Hushday.