H&M opens new concept store in SoHo

By

Jennifer Braun

Published
February 6, 2024

Fashion retailer H&M has made its return to the SoHo neighborhood in New York City with the opening of a new concept store. 

The almost 10,000 square foot store, located at 591 Broadway, was designed by the brand's in-house architecture team and draws inspiration from SoHo's galleries. 

In particular, the womenswear assortment has been curated to reflect the neighborhood. From elevated styling to trend-driven products, the store aims to offer a comprehensive range allowing customers to express their unique styles.

Breaking new ground in North America, the store introduces a 'Pre-Loved' shop-in-shop, featuring curated secondhand pieces. James Veloria, a New York-based seller specializing in designer vintage clothing and accessories, will curate select pieces for the "Pre-Loved" offering, as of wednesday. 

"After premiering our first U.S. secondhand platform 'H&M Pre-Loved' online last year, we are thrilled to build on this offering by launching H&M SoHo with the first secondhand shop-in-shop in North America," said Linda Li, head of customer activation and marketing, H&M Americas. 

"Providing our customers the fashion they crave in a new store that is inspiring, and tech driven, is exactly where we want to be as a brand to achieve our goal of liberating fashion for the many."

Beyond products, H&M SoHo prioritizes customer experience with features like mobile checkout and smart mirrors in fitting rooms. Additionally, the store incorporates RFID-enabled systems for improved stock accuracy and faster replenishment from stockroom to sales floor.

"This new location marks our return to SoHo, a neighborhood which continues to be an epicenter of fashion and style," said Carlos Duarte, president of H&M Americas. 

"We've been testing new store concepts in NYC, such as our recent H&M Williamsburg store experience, with the aim of building the best, elevated shopping experience for our customers. We're excited to bring H&M SoHo to life through curated, trend driven products as well as a new second-hand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighborhood.”