With vintage style gym equipment and a feel of an old school hall, high street fashion retailer H&M has announced today the launch of two inspirational pop-up shops in London to showcase its new sportswear range.
Creating a unique shopping experience using directional design, the two stores will launch within a day of each other in Covent Garden from midday on Friday July 6th 2012 and Stratford City Westfield on Saturday July 7th.
Running for ten weeks, the stores will stock limited edition active wear in the colours of the union jack to mark the season of sports events in the UK.
Today’s High Street Sales Tracker from accountancy & professional services firm BDO found that high street sales have seen an improvement in May up 1.3 per cent year-on-year compared to a 0.8 per cent annual drop recorded during the previous month.
It is hoped that the next coming months of events will continue this boost in sales for non-food retailers.
With ranges available for kids, men and women, Magnus Olsson, Country Manager of H&M in the UK and Ireland, is excited about the forthcoming merge of fashion and sport for the high street favourite.
Last week, F&F, the fashion brand owned by supermarket giant Tesco, opened a pop-up store in Covent Garden in the hopes of capitalising on huge crowds over the Diamond Jubilee weekend.
Olsson believes that H&M’s latest move will allow the retailer to showcase the collection of sports apparel in a new way, capturing its unique mix of style and comfort.
“We’re very excited to be opening the UK’s first pop up store in Covent Garden and concept store in Westfield Stratford,” he said.
“It’s a nice surprise for our customers and a new twist on the H&M business concept of fashion and quality at the best price.”