H&M has unveiled its newly refurbished digitally-led Westfield Stratford City store in London.

The fashion retailer said the 5046sqm space had received “extensive renovation” and was the “first-of-its-kind” in the UK to feature its “new and innovative concept”.

The store marks “a significant step in the evolution of its store portfolio” and offers improved omni-channel services and a curated selection of womenswear, menswear, kid’s fashion, beauty, and H&M Home.

Customers will be able to access new smart store services, including interactive fitting rooms, where screens recognize products and provide tailored styling tips based on each individual garment.

Through the screens, shoppers can easily request a different colour and size as well as recommended garments directly to the fitting room or order on the H&M website.

New technology also offers mobile checkouts for a seamless shopping experience anywhere on the shop floor, alongside self-service checkouts.

H&M head of expansion for UK and Ireland Klas Degeryd said: “The newly designed store truly reflects our investment and commitment to providing the best of our brand for our London customers.

“Every aspect of the space is crafted with the customer in mind, celebrating the joy of shopping through exceptional design and interactive features. London is a global hub of fashion and creativity, so we are proud to expand and evolve our presence here.”

The retailer’s head of brand experience Camilla Henriksson added: “The space has been completely reimagined to offer the very best H&M experience, full of inspiration and a strong focus on personal service.

“Refined architecture and fresh design details elevate our fashion-forward collections while innovative tech solutions allow for a modern and seamless shopping experience ready for all our customers to enjoy.”

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