Online fashion retailer Oh Polly is launching a new website and social media platforms in the Middle East as part of its international expansion, Retail Week can reveal.

Oh Polly dress photoshoot

Oh Polly has already expanded into the USA and Australia

The new site and tailored social media accounts will serve shoppers in the UAE, Saudi Arabia, Oman, Qatar, Bahrain and Kuwait.

Oh Polly told Retail Week it has seen “remarkable growth and success” in other international markets and the move to the Middle East marks a “significant milestone” in its global expansion.

The site aims to provide shoppers with a “seamless and personalised shopping experience” and offers a range of Oh Polly’s new collections across dresses, activewear, swimwear and accessories.

Oh Polly’s new social media accounts will launch on platforms including Instagram and TikTok and come as part of the etailer’s bid to connect with its new audience and offer relevant promotions to customers in the regions.

The retailer added that the move “reflects the brand’s dedication to bringing its fashion-forward ethos to diverse markets around the world” and confirmed that the new website and content will be available in Arabic.

Oh Polly managing director Michael Branney told Retail Week: “We are thrilled to introduce Oh Polly to the fashion enthusiasts of the Gulf Cooperation Council (GCC) region.

“Our brand is built on the values of empowerment and exceptional fashion. We believe that shoppers within the GCC region’s appreciation for style and quality aligns perfectly with our brand philosophy.

“We look forward to becoming a part of the vibrant fashion landscape in the GCC region and offering our customers here the same exciting Oh Polly experience that we are known for globally.”

The announcement comes as Oh Polly hailed its “exceptional” performance for the full year to April 2023 and strong revenues and profits following its expansion in the US and Australia.

Oh Polly reported profit before tax of £11.2m for the year, while sales reached £113m.