// H&M’s revamped Regent Street store will house both a clothing rental service and a beauty bar to “amplify what makes the store experience unique”
// The fashion retailer has also partnered with Lego to create an AR experience in its kidswear department
In two firsts for the UK, H&M’s revamped store on Regent Street will house both clothing rental and a beauty bar, Retail Week has reported.
The Swedish fashion giant will give shoppers the option of renting womenswear and menswear partywear, including suits, dresses, shoes and accessories.
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The retailer first launched its rental offering in Stockholm in 2019 and plans to roll out the service to more major cities in the coming years.
The ground floor of the revamped flagship will also house H&M’s first beauty bar in the UK, in collaboration with the Scandanavian beauty brand Dashl, where customers can access a range of treatments from nails, to eyebrows and lashes.
The treatments will use Dashl products, although H&M aims to bring its own-label beauty proposition to the store next year.
H&M did previously house a nail bar service in its White City store but it closed during the pandemic although the company said its new rental and beauty bar propositions could be rolled out to other locations across the UK if they are successful.
The Regent Street store will also house a welcome desk to help customers and members book appointments or direct them to the relevant department.
Other features within the revamped store include a three-storey high media wall, where customers on the escalators can interact with the screens to create their own digital artwork created from patterned fabrics and textures of H&M items.
According to Retail Week, the Swedish fashion retailer has also partnered with Lego to create an AR experience in its kidswear department where shoppers can scan characters with a mobile device and then find them in-store.
Lego has created a bespoke treehouse-themed model in-store with Lego bricks available for children to play with.
The retailer said the concept was designed to integrate its online and offline propositions and better showcase “who the H&M brand is now” post-Covid.
H&M UK and Ireland head of expansion Chris Clare told Retail Week: “It’s about recognising how stores are now playing a really different role for us than purely a transactional hub – they can experience who the brand is, share our latest campaigns and our sustainability messaging, and amplify what makes the store experience unique like the fitting rooms.”
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