Fashion brand officially opens its firs Home concept store outside of London
Global fashion brand H&M has officially opened its first H&M Home Concept Store outside London at the Bullring in Birmingham. The new offer is part of the brand’s refreshed store at the destination, which re-opened on 31 October.
The 21,500 sq ft, three-floor unit offers Ladies, Divided, Kids, and Menswear departments, providing great quality and sustainable fashion, alongside the brand new concept H&M Home, with lifestyle and homeware items. The new H&M Home location is only the third such dedicated concept store for the brand in the UK.
H&M celebrated the opening with a Halloween themed event, which included an in-store DJ alongside Halloween-themed makeup and nails, courtesy of Blow Birmingham’s pop-up beauty bar.
Iain Mitchell, UK commercial director at Hammerson, said: “H&M’s store in Bullring has been a huge draw for a number of years, and the addition of H&M Home is sure to drive footfall still further.”
Toni Galli, H&M Country Manager for UK & IE, said: “We’ve reopened this H&M store with a brand new look and feel that we think shoppers in Birmingham are going to absolutely love, so we’re very excited to have opened the doors and to share this new store with fashion fans in Birmingham.”
