Shoppers in Lebanon can buy from H&M locally again. The Swedish fashion brand announced on 11 November that it is back in the Lebanese market through a new online store at lb.hm.com and the H&M app.
The launch is run by Alshaya Group, the Kuwaiti company that operates H&M under franchise across the Middle East and North Africa. For now, Lebanon gets H&M online only. The announcement describes the new channel as exclusive to the app and website, and says nothing about reopening stores.
From Beirut Souks to a Shopping App
H&M first arrived in Lebanon in October 2009, when Alshaya opened three stores in Beirut across ABC Achrafieh and Beirut Souks. The brand went on to become a familiar name in Lebanese malls.
Lebanon's economic crisis changed that. As conditions worsened, Alshaya's Lebanese subsidiary, Dareen International, reportedly shut several of its brands in the country and cut the number of H&M branches. Alshaya now describes this week's launch as H&M's return to Lebanon.
What Lebanese Shoppers Can Buy
The Lebanese store carries H&M's womenswear, menswear and kidswear, along with accessories. Customers can also browse seasonal collections and use offers that are only available online.
Until now, Lebanese buyers who wanted H&M pieces had to rely on overseas websites, parcel forwarding services or shopping trips abroad. A local online store cuts out that extra step.
Minu Alexander, Apparel and H&M President at Alshaya Group, called Lebanon a market that "has always been special" to the brand. She added that being present in the country again and reconnecting with customers means a great deal to the company.
Jordan Gets Its First H&M Online Store
Lebanon is only half of the announcement. On the same day, H&M opened online shopping in Jordan for the first time, through the app and jo.hm.com. Both launches are part of a wider push by H&M and Alshaya to grow the brand's digital presence in the region.
For Lebanon, the move brings a global fashion name back to a retail market that saw several international franchises shrink or leave during the crisis years. Alshaya has not announced any plans for physical H&M stores in the country, so for now the brand's Lebanese comeback lives entirely on a screen.
