BC SoftWear has appointed Alba Oliveras as its first dedicated Regional Manager for the Gulf Cooperation Council (GCC), marking a significant step in the company’s international growth strategy.
The UK-based hospitality and spa textiles supplier has created the role to support its expanding presence across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE, where demand for luxury hospitality and wellness experiences continues to grow.
Based in the UAE, Oliveras brings more than 15 years of experience in the regional hospitality sector, having worked across business development, marketing, PR and sales since relocating to the country in 2009. In her new role, she will focus on developing new partnerships while supporting BC SoftWear’s existing hotel and spa clients with a tailored, market-specific approach.
Speaking about her appointment, Oliveras said: “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 in the GCC is the level of ambition and attention to detail. There’s a constant desire to elevate experiences, innovate and redefine standards. Being able to support these industries with products that enhance comfort and guest experience is something I truly value.”
Oliveras added that despite current geopolitical challenges, she remains confident in the region’s long-term prospects.
“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.”
The appointment comes as BC SoftWear continues to expand its portfolio of luxury hospitality clients across the Middle East. The company already works with major brands and destinations including the Ritz-Carlton, AMAALA at Triple Bay, The St Regis Red Sea and Clinique La Prairie at One&Only Dubai. Additional clients include Ritz-Carlton Abu Dhabi, Grand Canal, Hyatt Miraval Red Sea and Qatar Airways’ Qspa and Vitality Wellness & Fitness Centre at Hamad International Airport in Doha.
Alongside the appointment, BC SoftWear has established a UAE subsidiary, BC SoftWear International LLC, and launched a regional third-party logistics warehouse to streamline distribution throughout the Middle East and support its growing international customer base.
Barbara Cooke, founder and CEO of BC SoftWear, said: “We’re pushing BC SoftWear’s boundaries and expanding the business into Europe and beyond more than ever before.
“We’re very excited about the opportunity in the GCC and look forward to working with Alba to welcome more hotels and spas to our growing portfolio in the coming months.”
The move signals BC SoftWear’s commitment to strengthening its footprint in one of the world’s fastest-growing hospitality and wellness markets while providing enhanced local support for customers across the region.
