// H&M Regent Street flagship reopens with new in-store features including a Beauty Bar and rental service
// The generative artwork LED screen found in-store is one of Europe’s biggest indoor LED screens with double 4k resolution
H&M reopened its revamped Regent Street flagship this Thursday with “a world-leading interior look and feel”, as well as a rental service and a beauty bar.
Customers visiting the ‘new’ store “will notice a welcoming entrance with fashion curated and presented in an inspirational way where digital elements create an immersive experience, as well as a warmer, more welcoming interior and relaxed environment,” the company said.
The rental area is a debut of the concept for the retailer in the UK and allows both female and male customers the option to rent clothes, shoes, bags, and accessories selected from special H&M collections and archive pieces in a range of sixes.
Customers can rent items for a maximum of seven days and can view the assortment on the H&M app, although the exact offer will only be available in the Regent Street store. To use the service, customers must also first become H&M Members.
The company added that other sustainability features have been “built into the foundation” of the Regent Street store, with the addition of rental coming along with its Garment Collection and Recycling service.
This allows customers to donate any unwanted clothes and textiles, by any brand, while shopping in-store. All donated items are recycled with nothing going to landfill.
The Beauty Bar meanwhile aims to maximise profits from a key product sector. Launched in partnership with Dashl, customers can get various treatments including nails, brows, and lashes, “adding to the customer value in-store”. All treatments can be booked through Dashl.
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The store also houses Click and Collect and Self-Service stations and a wide-ranging product assortment, including the still-new H&M Move concept.
The kidswear section allows those in-store “to test their playful augmented reality layer”. Customers can scan different characters, which come to life around the store “through several fun, sustainability-focused games”.
There’s also a one-of-a-kind kids’ Lego experience with play area and full-size Lego tree “to capture and share memories, all in partnership with Lego and local charity Fairy Bricks”.
The generative artwork LED screen pictured below is one of Europe’s biggest indoor LED screens with double 4k resolution.
The retailer said it will be a creative display feature allowing shoppers to “interact with the digital technology in real time”. The artwork is a system that “continuously evolves throughout the day, responding to customer activity on the escalator”.
H&M UK & Ireland expansion manager Chris Claire said that as well as the new features, “we’re also thrilled to be partnering with several of London’s creative talents over opening period. By partnering with these creatives, we aim to celebrate how we’re woven into the fabric of the community, not just the clothing”.
Earlier this week it was revealed that H&M has shuttered one in five of its stores across the UK as it seeks out ways to cut costs.
The business has closed 56 stores since its peak in the months before the pandemic struck.
This leaves H&M with 192 outlets in the UK, as many town centres struggle to attract footfall.
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