We’re thrilled to announce that Alba Oliveras has been appointed as Regional Manager for the GCC; our first dedicated staff member in the Middle East. Alba will help us to grow BC SoftWear’s presence across the GCC region, which includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE. 

Local experience across the region

Alba has extensive local experience in hospitality, having worked in the industry since moving to the UAE in 2009. Her experience spans business development, marketing, PR and sales, with a focus on strategy, storytelling and building partnerships.

“For me, hospitality is one of the most human industries. It’s about creating moments – sometimes small, sometimes unforgettable – that stay with guests long after they leave. What continues to inspire me here in the GCC is the level of ambition and attention to detail,” says Alba.

“There’s a constant desire to elevate experiences, to innovate and redefine standards. Hospitality is an industry deeply rooted in care; making people feel welcomed and valued. The spa sector feels like a natural and meaningful extension of this, creating space for balance, recovery and self-care, which has become essential in today’s fast-paced world. Being able to support these industries with products that enhance comfort and guest experience is something I truly value.

“Joining BC SoftWear marks an exciting new chapter for me. While the market is currently navigating a complex moment due to the geopolitical situation, the GCC has consistently demonstrated remarkable resilience. It’s a region that evolves quickly, adapts with strength and will continue to grow with confidence. I have no doubt it will recover swiftly and emerge even stronger.”

A new UAE subsidiary

We have also recently taken the opportunity to form a UAE subsidiary and launched BC SoftWear International LLC, including setting up a 3PL warehouse. This will make it much easier for us to ship direct to any customers in this region and ensure stock is available for all our international clients, supplying our growing customer base around the globe.

“We’re pushing BC SoftWear’s boundaries and expanding the business into Europe and beyond, more than ever before,” says Barbara Cooke, CEO and founder of BC SoftWear. “We’re very excited about the opportunity in the GCC, despite the current situation, and look forward to working with Alba to welcome more new hotels and spas to our growing portfolio in the coming months.”

Want to see how we can help elevate your spa or hotel? Explore our hospitality page, or get in touch to speak with our expert team