Alba Oliveras, regional manager GCC region / BC Softwear

Alba Oliveras has been appointed as the brand’s first regional manager across the GCC

Leading 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 region, which includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE.

Oliveras brings 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. In her new role for BC SoftWear, Oliveras will strive to build meaningful new partnerships and support existing clients across both the hospitality and spa sectors with a tailored approach.

“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 Oliveras. “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.”

Oliveras continues: “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.”

BC SoftWear is already working with a number of luxury 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. It also supplies the Ritz-Carlton Abu Dhabi, Grand Canal, the new Hyatt Miraval Red Sea on Shura Island in Saudi Arabia and Qatar Airways, in its Qspa / Vitality Wellness & Fitness Centre at Hamad International Airport, Doha.

“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.”

The company has taken the opportunity to form a UAE subsidiary and has launched BC SoftWear International LLC, including setting up a 3PL warehouse for ease of shipping direct to any customers in this region, and to ensure it has stock available for other international clients, supplying its growing customer base around the globe.

Find out more about BC Softwear at:  https://www.bcsoftwear.com/