Store gallery: H&M has unveiled an ‘innovative’ new store concept which puts omnichannel at the heart of shopping experience

The new “innovative” store concept was unveiled at the reopening of the store yesterday (November 21) after what the retailer called an “extensive renovation” of the space.

This marks the first version of the new concept store in the UK following launches in Seoul, South Korea, and in Stockholm, Sweden.

H&M called the new concept a “significant step” in the progression of its store portfolio and it hopes to offer an improved customer experience which puts omnichannel at the heart of the shopping experience.

Customers can expect to shop a range of H&M’s womenswear, menswear and childrenswear clothing offers as well as beauty and H&M home products.

The new store houses interactive fitting rooms which includes screens that recognise the size and colour of products as well as being able to offer tailored styling tips based on individual garments.

This tech advancement in its fitting rooms will allow customers to request alternative options to be brought to the fitting room as well as being able to order online via the H&M website from the fitting room.

New tech-savvy elements of the store include mobile checkouts which hope to bring a “seamless shopping experience” to the shop floor as well as self-service checkout options.

H&M head of expansion in the UK and Ireland Klas Degeryd said: “The newly designed store truly reflects our investment and commitment to providing the best of our brand for our London customers.

“Every aspect of the space is crafted with the customer in mind, celebrating the joy of shopping through exceptional design and interactive features. London is a global hub of fashion and creativity, so we are proud to expand and evolve our presence here.” 

H&M head of brand experience Camilla Henriksson added: “We are very much looking forward to welcoming our customers to our store again. The space has been completely reimagined to offer the very best H&M experience, full of inspiration and a strong focus on personal service.

“Refined architecture and fresh design details elevate our fashion-forward collections while innovative tech solutions allow for a modern and seamless shopping experience ready for all our customers to enjoy.”