The Prince Store concentrated mainly on luxury fashion items from Guy La Roche and Jacques Fath. Later, when Beidoun Trading was established, Groupe L'Oréal and Lancôme appointed the company as sole representatives for Kuwait in 1962 leading to such other major brands as Cartier in 1967, Montblanc in 1993 and Guess Watches in 1994. These set the course for Beidoun to specialize solely in high-end luxury and fashion cosmetic, clothing and jewelry brands. The company's strategy was successful from the outset and they started opening more stores for specialized products and markets all over the country: the Lancôme boutique opened in 1997, followed by the Montblanc boutique in 1998.