H&M has opened its new Home concept store on 208 Regent Street, presenting the latest H&M Home collections.
The new 7,534 sq ft store covers two floors and includes an ever-changing event area, as well as an in store café.
“Our new Concept Store is a new approach to the interior industry offering a new level of inspiration, customer services and collaborations,” H&M Home managing director Anders Sjöblom said. “This store is a perfect physical complement to our digital presence through social media and e-commerce.”
During the opening, H&M revealed its collaboration with auction house Christie’s, who will be showcasing pieces from upcoming auctions in combination with H&M Home designs in the store.
The new store also features a Bunches florist, which offers customers flowers in small bunches of stems to mix and match their own bouquet to suit their own interior style. Customers can also personalise homeware pieces through a monogramming service.
Meanwhile, H&M has announced that the store will also offer worldwide delivery on purchases made in store for the first time in UK market.
RPA Perspective Just months after the standalone H&M Home store opened at Westfield London, the second dedicated Home store what H&M calls a 'dynamic and inspiring customer experience'.
The new store features a Bunches by Blomrum florist enabling customers to buy flowers and mix and match stems to curate their own bouquet to suit their interior style. Customisation is top of the agenda as shoppers can personalise their favourite homeware pieces through a monogramming service.
The in-store café is in collaboration with It’s Pleat.
H&M have always been known for its affordable fashion-forward decor and accessories and its homeware range certainly stays true to that. The design, inspired by urban hotels and metropolitan apartments, is evident.
H&M Home launched online as a home textile concept in 2009. Extended throughout the years, mini homeware stores were placed within large H&M fashion stores and available to buy online.
The new standalone H&M Home concept store launched in 2018 across five European markets – Denmark, Sweden, Norway, Germany and UK – with the aim to be an 'inspiring interiors destination' bringing together the latest products from the full H&M Home collection, as well as a curated selection of other brands.
