BC SoftWear’s goal has always been to become the unrivalled provider of exceptional textiles to the world’s most respected spas.
The last few months has seen the brand striving towards that goal with a series of prestigious new hotel and spa partnerships, reflecting its commitment to quality, innovation and global reach.
“We’re pushing BC SoftWear’s boundaries by expanding the business into some of the world’s stand-out new properties in the Middle East and UAE,” says founder and CEO, Barbara Cooke. “We’re already the towels, linens and robes company of choice for many of the world’s most prominent spas and we’re thrilled to be adding some of 2026’s most significant openings to that list.
“There are exciting developments coming which will help us strengthen our presence in the UAE and Middle East even further, and ensure we provide the five-star customer service our partners have come to expect.”
International expansion
The wellness market in the Middle East is experiencing rapid growth – the UAE’s wellness economy grew by 58 per cent between 2019 and 2023, for example, outpacing most global markets, while Saudi Arabia has become the second-largest wellness market in the MENA region.
BC SoftWear is working with The Ritz-Carlton Abu Dhabi, Grand Canal, as well as the Hyatt Miraval Red Sea, which is the first Miraval property outside the US.
“We’re also working with One&Only Reethi Rah, in the Maldives – the first international property to feature the SilkSoft* range – and Kampala Marriott Hotel, a landmark destination in Nsambya, Uganda,” says Cooke.
Closer to home, new partners for 2026 in the UK include the newly-refurbished Irene Forte Spa at The Balmoral in Edinburgh, as well as two newly re-opened spas – the Salus Spa at Aldwark Manor and SubRosa at The Grand in York.
More: www.bcsoftwear.com
