H&M INTRODUCES UNIQUE STORE CONCEPT IN SÖDERMALM, STOCKHOLM
H&M has opened a brand-new fashion destination in the heart of the pulsing Södermalm neighbourhood in Stockholm.
The store offers the very best H&M experience to date, with refined architecture and fresh design complementing the A/W 2024 collection – one of our strongest collections ever.
The Götgatan store is a tribute to the pulsing dynamics of Södermalm and its people, offering specially curated collections to mirror the neighborhood's essence – a true celebration of individuality.
The store will offer an exclusive assortment of H&M pre-loved – a carefully curated selection of second-hand pieces from different brands, making it a destination for pre-loved hunters.
In addition to pre-loved, the store carries a curated selection of fashion-forward collections for women, H&M Beauty products, special collections, and a hand-picked assortment of accessories.
“This season is about showcasing the absolute best H&M can offer. In tandem with our exceptional Autumn/Winter collection, we’re elevating the customer experience both digitally and in our newly opened stores in Stockholm. Our store in Götgatan is a great example of how our products and customer preferences set the direction for the store experience. It is for example no coincidence that this is the first H&M store in Sweden to offer H&M pre-loved.”
Karen O’Rourke, Sales Manager, H&M Nordics
Customer experience is further improved through innovative solutions such as integrated smart technology, mobile checkout, as well as through spacious and welcoming fitting rooms.
“The store interior has been developed by an in-house team together with external creators to co-create a modern and dynamic experience for our customers. We’ve worked with light materials and organic forms, drawing inspiration from contemporary design and art.”
Camilla Henriksson, Global Head of Brand Experience, H&M
Alongside the launch of our Götgatan store, we are this autumn celebrating H&M’s most impressive season yet with multiple store openings, immersive in-store installations, and a unique pop-up concept that will turn the historic Birger Jarlspassagen into a creative hotspot for fashion, food, and culture. And everyone is invited.
