niLuu Expands its Footprint in the Middle East: Bringing Luxury Vegan Silk to Saudi Arabia, Qatar, and the UAE
US-based luxury vegan silk brand niLuu has expanded its reach in the Middle East, launching for the first time in Saudi Arabia and Qatar, and opening a new outlet in the UAE.
niLuu initially debuted in the UAE in 2023 at Atlantis, The Palm Jumeirah, and Galeries Lafayette in Downtown Dubai. The brand is now also available at The Edit, a concept store in Dubai, and at Rubaiyat in Riyadh and Jeddah, Saudi Arabia. Customers in Qatar can find niLuu products at Harvey Nichols Doha, and there is a temporary pop-up at Westerly Boutique in Riyadh running from February 1 to May 31. Additionally, the brand’s online store now offers shipping across the Middle East.
According to founder Nilufer Bracco, who is Turkish-born, the GCC market is quite similar to Miami, with an audience that values high-quality, well-made clothing suited to warm climates. Since launching in the UAE two years ago, niLuu has received significant interest and support, enabling further expansion across the GCC.
“We are proud to serve a conscientious and thoughtful clientele in the region, where there is a genuine interest and appetite for luxury wear produced through socially and environmentally ethical processes. I am excited about the future and the potential the Middle East holds for niLuu,” said Bracco.
niLuu offers a variety of vegan silk garments for both women and men, including resort wear, loungewear, and sleepwear. The clothing is made from Cupro, a biodegradable yarn from Japan, and is PETA-approved and sustainable. The brand also uses ECOVERO™ fibers, which are certified by the EU Ecolabel and are said to reduce water usage and carbon emissions by 50% compared to traditional viscose.
The garments are produced by the female-owned atelier Serra Serra in Turkey, providing local women with employment and fair wages.
“Today’s consumers expect more from the brands they purchase, and I aimed to create timeless pieces that make the wearer feel beautiful while contributing to a better world,” said Bracco. “Our vegan silk is one way we are challenging the boundaries of luxury fashion and meeting the increasing demand for luxury loungewear that is eco-friendly.”
niLuu's expansion into Saudi Arabia, Qatar, and the UAE marks a significant milestone for the luxury vegan silk brand. By offering high-quality, sustainable, and stylish garments, niLuu is catering to the growing demand for eco-friendly fashion in the region. Founder Nilufer Bracco's commitment to ethical production and timeless design resonates with a conscientious clientele who appreciate both luxury and sustainability. As niLuu continues to challenge the boundaries of luxury fashion, it paves the way for a more responsible and environmentally friendly future in the fashion industry.