H&M's big Middle East makeover to reshape experience for shoppers

CEO outlines a refreshed plan, with new stores and local relevance

- BY NIVETHA DAYANAND

H&M is entering a new phase in the Middle East as the Swedish retailer moves to sharpen its relevance in one of its most competitive global markets. With younger, trend-driven shoppers shaping buying behaviour across the UAE and Saudi Arabia, the brand is rethinking everything from store layouts and digital engagement to local collaborations and beauty offerings.

The shift comes as H&M marks almost two decades of partnership with Alshaya, a relationship CEO Daniel Ervér says has been central to understanding regional customer needs while allowing the company to scale responsibly.

H&M's priority market

"We see this as an area with a lot of growth potential with the customer with a high demand, where we really need to show up at our best," he said, noting that the region now sits firmly among the group's priority markets.