Marrakech – Yesterday , H&M chose The Ritz-Carlton in Rabat as the scene for its Moroccan comeback, an exclusive press brunch that blended luxury, strategy, and a taste of what’s next for the global retail giant.

The gathering was the unveiling of a renewed vision for Morocco’s fashion-conscious shoppers. After the brunch, guests were invited to a private preview of H&M’s redesigned flagship at Arribat Center, setting the tone for the retailer’s official reopening.

Lisa Tsampounieraki, Group Sales Manager for H&M at Hudson, framed the relaunch with confidence, stating, “We are very proud to relaunch our brand in Morocco. We are confident with our Moroccan strategy, which reflects H&M’s global ambition to make the magic and the power of fashion accessible for all.”

The new Rabat store, opening September 4, spans 1,600 square meters across two levels, while Marrakech will follow on September 25 with an expanded 1,955-square-meter space at Carre Eden. 

Both locations aim to redefine shopping experiences with natural tones, streamlined layouts, intuitive navigation, and lighting designed to showcase collections at their best.

Hudson Group CEO Chris Muscat talked about the strategic importance of the Moroccan market.

“We see Morocco as the ideal place to test Africa because of the consumer, who’s very avant-garde, very fashion-conscious,” he told MWN. 

For the group, Morocco represents more than a market, it is a springboard into the broader African retail landscape.

The relaunch emphasizes customer experience at every turn. Shoppers will find H&M’s full range; Women, Men, Kids, and Move (the brand’s sport line,) arranged in a way that combines inspiration with practicality. 

Seasonal pieces, everyday essentials, and sportswear coexist under one roof, continuing the brand’s mission to make fashion both democratic and dynamic.

To mark the occasion, H&M is adding a sense of spectacle to its Moroccan reopening. 

The first 100 customers at both the Rabat and Marrakech stores will receive mystery vouchers worth up to MAD 2,500 (about $250), along with premium gifts and fresh flowers. 

Inside, shoppers can expect gifts with purchases, surprise giveaways, and even a spin on the “Wheel of Fortune” for the chance to win exclusive prizes. 

Local influencers and brand ambassadors will also be present to amplify the celebration and connect with the community.

Magdy Salama, Hudson’s General Manager in Morocco, described the vision behind the relaunch, adding, “These spaces reflect our willingness to propose modern, practical, and inspiring boutiques, while highlighting the best of H&M fashion. We are proud to continue developing in Morocco and can’t wait to welcome our customers.”

Sam Miller, H&M’s Head of Franchise, emphasized that, “This collaboration with Hudson for the reopening of H&M stores in Morocco is a strong moment for us. We look forward to introducing our customers to this new shopping experience.”

The comeback is also marked by fresh fashion energy. H&M’s Autumn/Winter 2025 collection blends the glamor of the ’70s with the rebellious edge of the ’90s. 

Tartan and argyle clash and complement, lingerie-inspired satin slips meet vintage grunge leather, and wide-leg jeans make a bold return. 

Dubbed “Salvage Heritage,” the collection explores the idea of reinventing the past to create something strikingly modern.

H&M’s Moroccan relaunch is a carefully staged performance, blending strategy, spectacle, and style. 

The message is clear: comebacks can be more powerful than debuts, and in Morocco, fashion’s next chapter is already unfolding.