Dubai, UAE – February 2026
6thStreet, one of the GCC’s leading fashion e-commerce platforms, has entered into a strategic partnership with Esaad, the UAE’s government-backed loyalty and privilege program, reinforcing its commitment to national institutions and community-centric value. Through this collaboration, Esaad cardholders will enjoy exclusive privileges and offers on a wide selection of products via the 6thStreet app, with a focus on more than 1200 premium international and regional fashion brands.
Timed ahead of Ramadan 2026, the partnership aims to support families and individuals across the UAE by making quality fashion more accessible, convenient, and rewarding during a key period of gifting, gathering, and celebration.
Partnership anchored in national trust
Esaad, launched and managed by Dubai Police, is recognized as one of the UAE’s most prestigious loyalty programs, offering members curated benefits across retail, hospitality, healthcare, education, travel, and more. By joining forces with an initiative of this stature, 6thStreet further strengthens its alignment with the UAE’s broader vision for digitally enabled, high-trust public–private partnerships.
The CEO of 6thStreet commented:
“Collaborating with Esaad is a privilege for us as it reflects a deep sense of institutional trust and shared responsibility towards the community. Being associated with a program that recognizes and rewards those who contribute to the UAE’s progress is a source of pride for our team. Together, we are focused on delivering meaningful value – built on authenticity, quality, and a seamless experience.”
Strong early momentum and high-value audience
During an an initial Flash November campaign, the collaboration recorded a tenfold increase in transaction value within just one month, signaling strong traction and engagement from Esaad cardholders. This audience has shown a clear preference for premium global brands and curated fashion selections, closely mirroring 6thStreet’s positioning as a destination for authentic, quality-led fashion and lifestyle.
The early performance underscores the potential of the partnership to scale further as awareness grows ahead of Ramadan and beyond.
Advancing the UAE’s digital commerce agenda
The partnership is available exclusively via the 6thStreet app, reflecting the platform’s app-first, mobile-native approach to fashion e-commerce. Through this integration, Esaad members can seamlessly discover and redeem their benefits while shopping from a wide portfolio of apparel, footwear, and accessories.
The collaboration reinforces 6thStreet’s core brand pillars:
- Authenticity: Access to 100% verified international and regional brands, supported by trusted retail infrastructure.
- Value: Exclusive benefits and limited-time offers made possible through partnerships with credible national programs like Esaad.
- Convenience: Hyper-fast delivery options, including 60-minute delivery in key UAE cities, complemented by a frictionless in-app shopping journey.
Clear product-level disclaimers apply where exclusions exist, ensuring transparent communication for all users.
About 6thStreet
6thStreet is a leading fashion e-commerce platform in the GCC, offering a wide portfolio of international and regional brands across apparel, footwear, accessories, and lifestyle. With an app-first approach, 6thStreet combines authenticity, strong value propositions, and speed, including same-day and 60-minute delivery services in the UAE for eligible orders. The platform leverages an extensive omnichannel network to deliver a seamless shopping journey from discovery to delivery.
