// H&M will open its first outlet store in the UK at the Affinity centre in Staffordshire
// The move follows New Look’s move into clearance last month with its first outlet store at The Boulevard in Northern Ireland
H&M will open its first outlet store in the UK at the Affinity centre, Staffordshire this spring.
The fashion retailer will open a 7,000 sq ft store at Affinity Staffordshire, which will have “a lower volume of products which will be displayed in an inspirational way”.
H&M’s move into outlet retail comes amid a rush of retailers launching dedicated clearance stores.
Just last month, Retail Gazette revealed that New Look was taking its first steps into outlet with a 2,406 sq ft store at The Boulevard Centre in Northern Ireland.
Last year, 20% of the total Affinity Outlets portfolio was let to new brands.
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Global Mutual secured the H&M signing at Affinity Staffordshire and head of outlets and business development Nicky Lovell said the letting was “a reflection of the appeal of our model to retailers”.
“As the retail market continues to reposition itself post-pandemic, it is becoming clearer that the outlet environment is increasingly sought after for both consumers and brands offering convenience, value and quality within a welcoming and accessible setting,” said Lovell.
The H&M outlet store will also offer the retailer’s Garment Collection and Recycling service, allowing customers to donate unwanted clothes and textiles in store in exchange for digital vouchers.
H&M UK and Ireland country manager Toni Galli said: “We always strive to offer our customers a meaningful shopping experience where style, creativity and culture are celebrated, and we are confident that our new Staffordshire store will offer our customers exactly this.”
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