In 1973, Joseph Eid took a bold step forward by opening a full building dedicated entirely to menswear. The top floor was reserved for Lanvin, marking the first shop-in-shop experience in the MENA region, a pioneering concept that placed the brand at the forefront of retail innovation.

When the war broke out in 1975, the Bab Idriss boutiques were forced to close. Yet the brand adapted with resilience and dedication. New stores opened in Achrafieh, Zahle, Jounieh, and Tripoli, ensuring that the Joseph Eid experience remained close to its loyal clientele throughout the hardest years.

With the return of peace, a new flagship store was established in Achrafieh, a space designed to highlight each brand’s identity through dedicated corners and carefully curated collections.The early 2000s brought further expansion: Verdun in 1999, and the first Façonnable boutique in Downtown Beirut in 2003.

Innovation has always been part of the brand’s DNA.In the 2000s, Joseph Eid launched a co-branded Visa card tailored to the modern professional and introduced one of the region’s earliest made-to-measure online platforms, empowering customers to design their own shirts with ease.