In 2016, Alshaya launched its loyalty programme, Privileges Club,[22] in Kuwait, with plans to roll the programme out across its GCC markets. The company also opened the first store by American chocolatier Bridgewater Chocolate in the Middle East.[23] Lebanese restaurant Babel opened its first outlet outside Lebanon, in Kuwait.[24] In 2017, several new brands made their Middle Eastern debut, including Bouchon Bakery;[25] Charlotte Tilbury;[26] NYX Cosmetics;[27] 400 Gradi;[28] and & Other Stories.[29] The company also opened the Four Seasons Hotel Kuwait at Burj Alshaya in downtown Kuwait City.