H&M takes H&M Home concept to Birmingham
H&M has re-opened a refurbished store at Birmingham’s Bullring that includes the first H&M Home shop outside of London.
Spanning 2,000 square metres, the store’s fashion collections are presented in a different way to the previous store with a reduced product volume on the shop floor and minimalist point of sale materials to allow the garments to take centre stage.
The shop also shares it premises with an H&M Home concept store that trades from the top floor. It sells the brand’s full assortment of homewares together with a selection of items from other brands. It also features a Bunches florist where customers can choose flowers in small bunches of stems to mix and match their own bouquet.
In addition, H&M has partnered with local interior design firm Decorum which will offer customers an exclusive price for personalised mood boards and at home interior design styling sessions.
Peter Klagsmark, general manager H&M Home, said: “Our customers have given us a lot of positive feedback and love for our H&M Home concept stores in London, which makes it even more exciting to now explore our concept outside the region in Birmingham! Our concept store is a new approach to the interior industry offering a new level of inspiration, customer services and collaborations.”
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