H&M opens King's Road concept store

By

Sandra Halliday

Published
March 21, 2024

H&M said that it’s “paying tribute to London’s fashion history” as it opens a new concept store on Thursday on the famous King’s Road in Chelsea.

It opens with a curated selection of H&M’s spring collection as well as the recent SS24 Studio offer.

The company said that what it calls a “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”. 

It also has “immersive in-store experiences” and aims to “inspire customers both in the local community and beyond”. Plus, as is usually the way with concept stores in key destinations these days, it will also serve as a hub for events and activations. It will host launches and celebrations, hopefully “encouraging customers to develop an affinity with the H&M brand that goes beyond its collections”.

Located at number 72 King’s Road in a grade II listed building, it's in the heart of a tourist hotspot. The new store was designed by H&M’s in-house architecture team, inspired by “the aesthetic of the neighbourhood’s cultural heritage – a centre for fashion and art for more than fifty years”.

H&M said 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”.

Henrik Nordvall, Country Manager, H&M UK & Ireland, explained: “We see this store as a culmination of H&M’s long relationship with London fashion, and the city’s heritage as a hub for experimentation and self-expression. Every aspect of the store is developed with the customer in mind – it’s about celebrating the joy of shopping, through great design, interactive store features and personal twists for every visitor.”