H&M is poised to launch a flagship concept H&M Home store in the heart of London’s West End, its second in the city.
In spring next year, the retailer will open a two-storey 7534sq ft store on Regent Street, offering the full H&M Home range including the newly-launched furniture and lighting categories.
H&M’s home range was first launched in 2009 and has featured in concessions within H&M fashion stores for nearly a decade, but standalone H&M Home stores were only launched earlier this year.
This will mark the offshoot’s second store in London, having opened at Westfield White City in early 2018.
H&M’s full range of home goods will be available at the store, alongside a selection of pieces curated from other brands.
“The UK is an important and growing market for H&M Home, and we’re incredibly excited to open another H&M Home concept store in London,” H&M Home’ managing director Anders Sjöblom said.
“Our concept stores complement our digital platform by offering a personal service from the H&M Home team, and allowing our customers to interact with the products in an inspirational environment.
“We are investing in a next level customer experience, and we could not have hoped for a better location for our upcoming concept store.”
The Crown Estate senior asset manager Katrina Mercury added: “We are delighted that H&M Home have chosen Regent Street for their first store in the West End of London.
“We work hard with our customers to offer something unique; building on the H&M brand heritage the new H&M Home store will be an exciting addition to our existing mix delivering Regent Street customers accessible, on-trend and inspiring homewares.”