H&M will trial a new store concept at one of its Manchester locations as it looks to update its store estate.

The ‘Keep-The-Presence’ design, which will be added to H&M’s Market Street branch, forms part of the fashion retailer’s expansion strategy focused on integrating digital and physical channels to provide a holistic customer experience.

The concept will offer curated capsule collections in “pop-up style areas”, self-checkouts, click and collect lockers as well as a dedicated online activation area.

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H&M Market Street will be given a temporary fit at the front of the store, while the rest of the space undergoes a rebuild before reopening in winter 2023.

Head of expansion Klas Degeryd said: “It is no secret that UK high streets have had their fair share of struggles over the past few years, with the pandemic forcing a number of shops to close their doors across the country.

“Visually, we would like to be seeing less closed doors and hoarding, even for development reasons, on our high streets, and we hope our Keep-The-Presence concept will contribute toward keeping busy retail destinations vibrant and thriving while giving our stores exciting updates to ensure we provide our customers with the best possible experience.”

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