H&M Group has reopened its H&M flagship store on Regent Street with new in-store services, including the Beauty Bar, H&M Rental and one of Europe’s largest generative artworks. The store also features click-and-collect and self-service stations and a wide range of products, including the still-new H&M Move concept.
Customers visiting the ‘new’ store “will find a welcoming entrance where fashion is curated and presented in an inspiring way and where digital elements create an immersive experience, as well as a warmer, more inviting interior and relaxed environment,” the company said. The rental area will be key and represents the debut of the concept for H&M in the UK.
H&M Rental offers both females and males options to rent clothing, shoes, bags and accessories from special H&M collections, and customers can rent for a maximum of seven days and view the range via the H&M app, although the exact range will only be available in the Regent Street store. To use the service, customers will also need to become H&M members.
The company added that other sustainability features include the Garment Collection and Recycling Service which allows customers to donate unwanted clothing of any brand while shopping in-store. The initiative would help clothes not to end up in a landfill.
Meanwhile, the Beauty Bar aims to maximise profits in a key product area in partnership with Dashl. Here the customers can receive various treatments related to nails, eyebrows and eyelashes to ‘increase customer value in-store’.
And the generative artwork LED is likely to make a big impression. It is one of the largest indoor screens in Europe LED with double 4k resolution. It is a creative display that allows customers to ‘interact with digital technology in real-time’. The artwork is a system that ‘constantly evolves throughout the day, responding to customers’ activities on the escalator’.
Meanwhile, the kidswear department in partnership with Lego and local charity Fairy bricks has areas where visitors can enjoy sustainability-focused games and enjoy the Lego experience.
Chris Clare, Expansion Manager for H&M UK & Ireland said, “We’re also thrilled to be partnering with several of London’s creative talents over the opening period. By partnering with these creatives, we aim to celebrate how we’re woven into the fabric of the community, not just the clothing”.
