In order to “maintain the brand’s physical presence and keep high streets thriving” while its stores are being renovated, H&M is testing a new store concept in Manchester.
The idea will enable H&M to continue serving consumers, maintain storefronts on crowded high streets throughout the UK, and update its stores to suit shifting consumer expectations. In order to accomplish this, H&M will redesign the front of its stores while the larger unit is being rebuilt.
For the length of the rebuilds, it will enable customers to shop carefully chosen capsule collections through pop-up style areas and take advantage of in-store services like click and collect lockers, a dedicated online activation space, and customised H&M members offers and advantages.
The new idea is being tested out for the first time at the brand’s Market Street location in Manchester. The store, which is presently being rebuilt, will remain available to consumers intermittently over the ensuing months before making a full return later this year.
H&M currently operates 201 stores across the UK and Ireland. Its growth strategy aims to become more omnichannel by fusing physical and digital channels to create a “seamless, holistic customer journey”.
