The decision to choose exactly the same address as the company left five years ago is due to how the surrounding area has changed. Since the closure, the blocks around the property on Hamngatan have been filled with new offices and other stores, which in turn has changed how people move around the city center.
H&M believes that the street now once again functions as a natural hub for reaching both Stockholmers and visitors shopping in the city.
The new store is 2,000 square meters and houses the company's range, from women's and men's clothing to special collections and beauty products.
With our new flagship store on Hamngatan, an iconic meeting place in Stockholm, we are taking the next step and demonstrating our belief in the physical store in interaction with our digital channels. Showing our latest fashion in an even more inspiring shopping experience is one of our most important focus areas, says Daniel Ervér, CEO of H&M Group.
Architecture That Elevates the Assortment
The store should invite an environment where the collections are in focus and invite customers to stay longer. The flagship store will also act as a primary starting point for launches of new design projects.
With the new flagship store, we are creating a natural meeting place for fashion, inspiration and shopping. Customers are greeted by a bright and airy architecture where new technology, thoughtful interior design and Swedish fashion design interact, says Minna Carlberg, Nordic Sales Manager.
Integrated Range of Second Hand
A clear feature of the new address is the focus on pre-owned fashion. A curated second-hand range under the name Pre-Loved takes a regular place in the store area.
The concept has been tested previously in selected markets globally and is now being introduced as a permanent part of the Swedish flagship store.
We offer Pre-Loved in selected stores around the world and see very strong interest. By integrating second hand into our regular range, and also highlighting it in our largest store, we want to get even more fashion customers to shop circularly, says Sofia Måhlén, Global Head of Pre-Loved at H&M.