H&M tests new small format hyper-local store
H&M’s first hyper-local flagship store has opened its doors in Berlin’s creative Mitte district.
Spanning around 300 square metres, the Mitte Garten store is one of H&M’s smallest shops and stocks a selection of the brand’s womenswear and items from a range of external brands, most of which are local to Berlin. The shop will also offer a selection of vintage pieces.
In addition, customers can access a digital tool in-store where they can browse H&M’s collections and build an outfit on their own or with the help of a stylist.
Anna Bergare, business developer at the Laboratory H&M Group, said: “It’s a test for us as a global retailer to elaborate around how we can be more personal and locally relevant.”
H&M Mitte Garten will also offer a programme of regular customer events such as lectures, fashion talks and yoga classes. In addition, the store features a cafe and garden as well as a showroom where the retailer can present upcoming looks and trends.
Thorsten Mindermann, country manager H&M Germany, added: “This is a unique location and it has served as a meeting place for Berliners for over a hundred years, a tradition we want to honour. We aim to offer a neighbourhood store serving as a platform for local and global talents within retail, culture and art.”
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