H&M plans to open a new concept store in Chelsea, London, at the historic building on 72 Kings Road. The transformed store will focus on providing the latest fashion-forward products with elevated styling and is set to open to the public in the Spring.
The store aims to reflect the local area and its fashion demands. According to H&M UK and Ireland country manager Henrik Nordvall, the store will offer personal services and interactive moments to complement the selection of premium quality womenswear, beauty, shoes, and accessories. The vision is to engage with customers in 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 looking into new store formats to attract shoppers, including the trial of a new design concept in one of its Manchester stores last summer, aiming to better integrate its online and in-store offerings.
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