H&M has revealed a new strategy for its concept stores, with the launch of a first-of-its-kind retail experience at its Hammersmith site.
The 2,300 square metre store will launch on December 6, with a focus on customer experience and strengthening the H&M brand for its shoppers.
The Swedish apparel giant will test numerous new concepts at the store, which according to H&M will have a completely new look and feel, and be the first to launch across the world.
Stone flooring and “greenery” will create what H&M describes as a “covered courtyard feel”, with three floors of the store connecting via a wrought iron staircase.
Alongside H&M’s usual categories, the retailer will also be offering a range of new services including a Repair & Remake service allowing H&M Club customers to have their H&M garments mended free of charge.
Shoppers will also be able to have any eligible item embroidered for £3, as H&M looks to tap into the customisation and personalisation trend expected to grow amongst consumers in the years to come.