Hennes & Mauritz a Swedish fashion chain is entering into the Middle East retail market following a franchise agreement with M.H. Alshaya, the Kuwait-based firm that runs Boots, Debenhams and Starbucks Coffee.
In Dubai's Mall of the Emirates two stores are opening and a third to open in Ibn Battuta Mall on 13 September.
The clothing company is planning to establish a noteworthy Gulf presence after its openings in Dubai and in Kuwait.
It is prominent for designing affordable but highly fashionable clothing for men, women and children and boasts more than 1,200 stores in 22 countries.
With pop diva Madonna at the forefront of its marketing campaign and avant-garde Dutch designers Viktor and Rolf contributing to the Dubai range.
H&M will not lose control of its brand strategy, since Alshaya's regional experience will help it break into the Gulf's complex retail market.
H&M will face competition from rivals Zara, Gap and the UK clothes retailer New Look companies in Gulf countries.
marketing@alchempro.com
