The Style Journey: Inside H&M MENA with the President
In June 2025 we get to know Minu Alexander, President of H&M MENA at M.H. Alshaya Co. Born and raised in India, Minu brings over 20 years of experience with H&M at Alshaya. With a background in Computer Science and an MBA in Marketing, her career spans roles across Merchandising, Finance, Planning, and Supply Chain. Minu leads a diverse team of nearly 3,000 across 8 markets, driving strategic growth through elevated fashion offerings, refreshed store and digital experiences, and bold brand marketing. Known for championing inclusion and people-first leadership, she is passionate about mentoring the next generation—especially women—and remains committed to building a culture where everyone can belong, discover, and grow.
H&M, the iconic Swedish brand founded in 1947, entered the Middle East in 2006 with its first store in Dubai’s Mall of the Emirates, in partnership with Alshaya Group. Since then, H&M has expanded to 8 markets across the region, with over 90 stores and nearly 3,000 colleagues representing 60 nationalities. The online store launched in the UAE in 2018, followed by the H&M app in 2020, offering fashion for all styles and sizes. They are committed to inclusivity, diversity, and sustainability—key values that drive innovation across everything from materials to end-of-life garment solutions. Read more here.
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Can you tell us about your background?
I was born and raised in India, a country known for its rich cultural heritage and diversity. Growing up in such a dynamic environment taught me the importance of adaptability, community, and the strength that comes from embracing different perspectives. I pursued my undergraduate studies in Computer Science and to deepen my expertise and expand my strategic perspective, I later earned an MBA with a focus in Marketing, which equipped me with a solid understanding of market dynamics, consumer behavior, and brand positioning.
Growing up in a country which has more than a billion people, you naturally tend to become very competitive, and individuals strive to secure the best for themselves to excel in every field through hard work and loyalty. And I would like to think that this has formed the foundation of my values and growth mindset.
Tell us a bit more about H&M Alshaya and its history along with your key responsibilities, and what are your strategic priorities as President of H&M MENA at M.H. Alshaya Co.
H&M joined the Alshaya Group portfolio in 2006, with its first store opening in the region in Dubai. Since then, H&M Alshaya has grown to operate across 8 markets in the MENA region, with over 100 stores and a strong online presence launched in 2018 as well as three brands H&M, COS and & Other Stories in our Portfolio. Our H&M family includes nearly 3,000 colleagues representing almost 60 nationalities, reflecting a deep commitment to inclusivity and diversity.
I began my journey with H&M Alshaya over 20 years ago in the merchandising department. Throughout the years, I’ve had the opportunity to take on diverse roles across Merchandising, Finance, Planning and Supply Chain, each one pushing me to expand my knowledge and grow both personally and professionally. This continuous learning journey, filled with challenges and milestones, ultimately led me to my current role as the President of H&M—a position I’m incredibly proud to hold as one of the first female leaders in the Senior Leadership team in the organization. I have been truly blessed to have had great mentors within this organization, who have been very transparent in their feedback and have helped me build a ‘people led’ culture that was vital to my growth.
As the President of H&M, my key strategic priority is the growth of the Brand in the MENA region, through delivering our key strategy shifts of a) Delivering on our business idea by strengthening our Fashion offering b) Rejuvenating our Store Portfolio and eCom Experience c) Scaling up our Brand Marketing and relaunching the Brand in our key cities and all of these will be underpinned by our People and Operations strategy.
Reflecting on your 20+ years with H&M at Alshaya Co, what initiatives and/or achievements are you most proud of?
One of the most rewarding aspects of my journey has been witnessing the transformation of H&M from a retail presence to a brand with deep cultural and emotional resonance in the region. I’m especially proud of the work we’ve done to localize our campaigns—like our Ramadan collections—and to build a strong omnichannel experience that connects with customers both in-store and online. Another highlight has been fostering a culture of inclusion and growth within our teams. Seeing colleagues thrive, develop, and lead across the region is a testament to the values we uphold at Alshaya: Belong, Discover, and Grow. And most importantly, I value the strong relationship we have built between Alshaya and H&M in the last 19 years, and our joint commitment to grow the Brand in the Middle East Region.
Looking ahead, what is your vision for your career and personal growth?
My vision is to continue growing as a purpose-driven leader—one who empowers others, champions diversity, and drives meaningful change. I’m passionate about mentoring the next generation of leaders, especially women, and creating environments where people feel they truly belong. Personally, I want to keep learning, stay curious, and remain open to new challenges that push me to evolve. Whether it’s through innovation, collaboration, or community engagement, I hope to leave a legacy of impact and inclusion.