This study aimed to identify the physical environment in an XO store and examine the relationship between the physical environment as an independent variable, measured through the following indicators: (scent, interior arrangement, temperature, music), and brand loyalty as a dependent variable, among XO store customers in the city of Hama. To achieve the study’s objectives, the researchers designed a questionnaire that included (25) research questions to collect primary data from a study sample of (420) individuals. In light of this, the data were collected, analysed, and hypotheses tested using the Statistical Package for the Social Sciences (SPSS) 22.0. A number of results were reached, which can be summarized as follows:There was a significant effect of all dimensions of the physical environment (smell, interior arrangement, temperature, music) on brand loyalty at the XO store, as there was a strong, direct correlation between the two variables at the XO store under study. The researchers also presented a set of recommendations to leverage the impact of the physical environment on brand loyalty at the XO store in Hama. The most prominent of these recommendations is to encourage creativity in providing elements of the physical environment in a manner that is consistent with the brand’s personality and that is appropriate for the target customers. This will enhance these customers’ loyalty to the brand and strengthen their emotional attachment to the store.