H&M is set to open a new concept store in Chelsea, London, later this year.
The fashion retailer will transform the grade III listed building at 72 Kings Road into its new shop concept before opening to the public in the Spring.
The store will focus on “offering the most fashion-forward products with elevated styling” reflecting the local area.
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H&M UK and Ireland country manager Henrik Nordvall said: “The store experience will be driven by fashion demand, with personal services and interactive moments that complement the selection of premium quality womenswear, beauty, shoes and accessories.
“London is a global hub of fashion heritage and creativity, so to expand our presence here is a great opportunity, and we are excited to be able to further engage with our customers in new, innovative and creative ways.”
“The King’s Road store will be a place for interactive moments, enabling customers to develop an affinity with our brand that goes beyond our products and really speaks to the fashion heritage of the local area.”
H&M has been exploring new store formats in a bid to entice shoppers, revealing last Summer that one of its stores in Manchester would trial a new design concept aimed to better combine its online and instore offering.
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