H&M has opened its latest concept store on Chelsea’s King’s Road, inspired by London’s fashion and cultural history.
The store, which was designed by H&M’s in-house architecture team, is located at 72 Kings Road, a grade II listed building.
The new concept store offers shoppers the most fashion-forward womenswear, including a handpicked curation of the brand’s “most elevated designs and innovative pieces” as well as accessories and its exclusive beauty products.
The shop, which pulls inspiration from the aesthetic of the neighbourhood’s cultural heritage, features immersive in-store experiences and is set to serve as a hub for events and activations.
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H&M group CEO Daniel Ervér said: “The newly-designed store celebrates what that we stand for as a brand by promising our customers a world of curated products and elevated fashion experiences.
“London is a global hub of fashion and creativity, so we are proud to expand and evolve our presence here, and to show our commitment to our local customers.”
The store is set to open with a curated selection of the retailer’s spring fashion, as well as its recent S/S24 Studio collection.
In January, H&M CEO Helena Helmersson resigned from her role as the business revealed sales in the key December and January months had sunk 4% year on year.
Helmersson, who was replaced by Daniel Ervér with immediate effect, said she had decided to leave the job after four years, adding that it had been “very demanding”.
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