About US

At The Black, we are not just a retailer; we are a dedicated partner in enhancing your home environment. Our commitment lies in providing top-quality home appliances that seamlessly blend innovation, efficiency, and unwavering reliability into your daily life. We believe that a well-equipped home is the foundation for comfort and productivity, and we strive to deliver products that exceed expectations.

Our journey in the home appliance sector is deeply rooted in over 20 years of collective industry experience. This extensive background has equipped our team with profound insights into market trends, technological advancements, and most importantly, customer needs. It's this wealth of knowledge and expertise that has allowed us to meticulously curate a selection of appliances known for their cutting-edge technology and supported by our hallmark of superior service.

The Black was founded 5 years ago by the visionary CEO Joseph Asswad, alongside his dedicated Co-Founders, Michel Asswad and Marc Asswad. Recognizing a need for a trustworthy and progressive source for home solutions in Lebanon, they embarked on a mission to redefine the appliance shopping experience. Their shared vision was to establish a brand synonymous with trust, quality, and a commitment to customer well-being, bringing the most reliable and advanced appliances directly to homes and businesses.

Our Core Mission: Driven by Your Satisfaction

Every decision at The Black is guided by a clear and unwavering mission, designed to ensure your complete satisfaction and provide lasting value:

• To offer premium quality appliances at competitive prices: We diligently source products from leading global manufacturers, ensuring that every item in our collection meets rigorous standards of durability, performance, and design. We strive to make these exceptional appliances accessible, providing the best value without compromising on quality.
• To ensure customer satisfaction with exceptional service: Our relationship with you doesn't end at the sale. From knowledgeable pre-purchase advice to efficient delivery and dedicated after-sales support, our team is committed to providing a seamless and supportive experience. Your peace of mind is our priority.
• To provide innovative and energy-efficient home solutions: We are constantly exploring the latest advancements in appliance technology. Our curated selection includes products designed not only to simplify your life but also to contribute to a more sustainable future by offering superior energy efficiency, reducing your environmental footprint and operating costs.

At The Black, we are more than just a provider of home appliances and electronics; we are a promise of quality, innovation, and a commitment to the communities we serve. We invite you to experience the difference that genuine expertise and dedicated service can make.