H&M to open new womenswear 'concept store' on King's Road, Chelsea

By

Nigel TAYLOR

Published
January 9, 2024

You’re never too old or too big to try new things. And 70-year-old H&M is planning to open a “new store experience” this spring.

The Swedish global fashion giant has chosen the experimental fashion retail playground that is London’s King’s Road, Chelsea, to fly a new premium fashion concept.

It will focus on offering “the most fashion forward products with elevated styling and trends that reflect the local area and inspire the female customer that shops there”.

H&M says the store experience “will be driven by fashion demand, with personal services and interactive moments” that complement the selection of premium quality womenswear, beauty, shoes and accessories. 

Customers can explore the assortment “in a unique and inspirational destination” that will be home to exclusive in-store experiences that can only be found on the King’s Road.

Located at number 72, the store’s design in a grade III listed building will encapsulate the heritage of the building and the surrounding area, with high-quality materials to elevate the store experience, we’re also told.

Henrik Nordvall, Country Manager, H&M UK & Ireland, said choosing the King’s Road for the concept reflected “an area which has long been synonymous with fashion and style. Our new store will offer the H&M customer an experience unique to the area, with curated, trend-driven products and a creative, inspiring store design.” 

He added: “London is a global hub of fashion heritage and creativity, so to expand our presence here is a great opportunity, and we are excited to be able to further engage with our customers in new, innovative and creative ways. The King’s Road store will be a place for interactive moments, enabling customers to develop an affinity with our brand that goes beyond our products and really speaks to the fashion heritage of the local area.”