The store is located on 208 Regent Street and presents a selection of the latest H&M designs for the creation of a beautiful home environment. The store is an impressive 7,534 feet over two floors and has an adaptive event area that will regularly change as well as an in-store café. The new store also highlights a collaboration with Christie’s auction house by showcasing some of their pieces in conjunction with H&M products.
The Swedish retailer, which stands for Hennes & Mauritz, has been around since 1947 and now operates in over 62 countries and is the second biggest global clothing retailer with a successful online presence in approximately 50% of the countries it is based in. The store began as a clothing shop for women, but later branched out to include menswear and then expanded to other Scandinavian countries such as Norway. Since 2008 the chain has further expanded into home furnishings with increasing interest in it’s eclectic collections. The concept stores represent five individual brands with differing concepts in addition to the main H&M brand.
The new concept store promises to offer customers a ‘dynamic and inspiring customer experience’ and one of the new features comprises of a Bunches by Blomrum florist whereby customers can tailor-make their own bouquet to suit their interior design arrangements and colours. Further customisation of goods entails personalised homeware pieces with a monogramming service option which includes bedding and towels.
Along with the ambience of the new H&M home London store on Regent Street, which includes new ranges of lighting and furniture, the stunning displays show a contemporary and affordable range of sleek and modern homeware. This is featured alongside sophisticated metallics and lush foliage which adds to the elegant look and feel of the concept store. However, the focus of the new H&M is also on bespoke services and customer satisfaction. This means that customers can request worldwide delivery, place online orders in store, and pick up items later on if this is more convenient than carrying them around. Anders Sjo?blom, the Managing Director of the London H&M home store, comments that the shop offers a physical presence that perfectly complements their already impressive digital business success.
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