BC SoftWear makes its first appointment in the Middle East

Alba Oliveras has become the brand’s first regional manager across the GCC

By Wendy Golledge

03 July 2026

bcsoftwear.com

UK-based textiles supplier BC SoftWear has appointed its first dedicated staff member in the Middle East.

Alba Oliveras joins the brand as regional manager to help grow BC SoftWear’s presence across the GCC (Gulf Cooperation Council) region, which includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE.

Oliveras brings local experience in hospitality, having worked in the industry since moving to the UAE in 2009. In her new role, the focus will be to build meaningful new partnerships and support existing clients across both the hospitality and spa sectors.

Her expertise spans business development, marketing, PR and sales, with a focus on strategy, storytelling and building partnerships.

Dark haired woman in black jacket posing for the picture

“Hospitality is an industry deeply rooted in care; the spa sector feels like a natural extension of this. Being able to support these industries with products that enhance comfort and guest experience is something I value.”

Alba Oliveras

GCC regional manager, BC SoftWear

Redefining standards

“While the market is currently navigating a complex moment due to the geopolitical situation, the GCC has consistently demonstrated remarkable resilience,” said Oliveras.

“What continues to inspire me here in the GCC is the level of ambition and attention to detail. There’s a constant desire to elevate experiences, to innovate and redefine standards.

“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.”

Two people in a spa wearing bathrobes — BC SoftWear supplies robes, towels and spa linens to the wellness and hospitality industries

BC SoftWear is already working with a number of hotels across the GCC including the Ritz-Carlton, AMAALA at Triple Bay and the St Regis Red Sea, as well as Clinique La Prairie at One & Only, Dubai.

“We’re pushing BC SoftWear’s boundaries and expanding the business into Europe and beyond,” said 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 portfolio.”

The company has also taken the opportunity to form a UAE subsidiary and has launched BC SoftWear International LLC, including setting up a warehouse in this region.

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