H&M opens homewares concept store in London
H&M has opened a new concept store for homewares on London’s Regent Street.
Called H&M Home, the 700 square metre store is set across two floors and offers H&M’s latest homewares collections as well as a selection of items from other brands. The shop also features a dedicated events area, a Pleat in-store café and a Bunches florist that allows customers to mix and match their own bouquets.
Anders Sjöblom, managing director of H&M Home, said: “We are so excited to be taking our place on Regent Street. Our new concept store is a new approach to the interior industry offering a new level of inspiration, customer services and collaborations. This store is a perfect physical complement to our digital presence through social media and ecommerce.”
Customers at Regent Street can also personalise their purchased items through a monogramming service. In addition, the store will offer worldwide delivery on purchases made in-store.
For the opening, H&M is collaborating with the Christie’s auction house which is using the store to showcase pieces from its upcoming auctions to enable customers to see how they would look in combination with H&M Home items.
Andy Waters, curatorial director of Christie’s, said: “Christie’s is delighted to celebrate the opening weekend of H&M Home by showcasing selected pieces from the upcoming September Interiors auction. Following a successful collaboration between H&M HOME and Christie’s at our recent Christie’s LATE we hope to inspire visitors to H&M HOME to experiment mixing historical works of art with modern design.”
