H&M OPENS NEW CONCEPT STORE IN CHELSEA, LONDON

This special destination store focuses on offering the most fashion-forward womenswear, including a handpicked curation of H&M’s most elevated designs and innovative pieces, alongside accessories and exclusive H&M Beauty products. Featuring sophisticated styling and immersive in-store experiences, the space aims to inspire customers both in the local community and beyond. It will also serve as a hub for events and activations.

The store was designed by H&M’s in-house architecture team and is located at 72 Kings Road, a grade II Listed building. It takes inspiration from the aesthetic of the neighbourhood’s cultural heritage – a centre for fashion and art for more than fifty years. The design is ambitious: elegant colours and tactile surfaces meet high gloss details to ensure a contemporary feel, maximising flow and light across all three floors.

“The newly-designed store celebrates what that we stand for as a brand by promising our customers a world of curated products and elevated fashion experiences. London is a global hub of fashion and creativity, so we are proud to expand and evolve our presence here, and to show our commitment to our local customers.” -

Daniel Ervér, CEO, H&M Group.

Also conceived as a community meeting place, the store will host numerous launches and celebrations, encouraging customers to develop an affinity with the H&M brand that goes beyond its collections. Customers will also benefit from click and collect services to ensure a seamless shopping experience.

The store opens with a curated selection of H&M’s Spring fashion as well as the recent S/S24 Studio collection, providing the perfect beginning for this special new fashion destination.