The new H&M concept store

H&M have launched their concept store in Hammersmith, London and it’s a refreshing new approach.

Opening on 6th December, the new concept store incorporates an open ‘courtyard’ with muted brick flooring, terrace style chairs and an abundance of plants set within an atrium that spans three floors. Aside from the new eye-catching interior, the store also provides customers with additional services including a ‘Reuse & Remake’ station, online scan-and-shop service and self-service checkouts.

Following our visit, we have pin-pointed some key features that make this new concept store effective:

Going green.

Plants are a key feature throughout the store, on both the exterior and interior, with botanicals placed sporadically throughout all three floors, as well as to enhance product displays. A florist can also be found at the entrance of the store, where consumers can purchase seasonal bouquets. The continuous use of greenery not only uplifts the store, but also helps to promote a natural and more sustainable environment.

Encourage customers to slow-down.

Pared-back and considered merchandising has replaced the densely merchandised fixtures typically seen within H&M stores, instead customers are encouraged to browse freely and take their time, tying in with the ‘slowing-down’ movement.

Repair, reuse, recycle is the underlying message.

At the ‘Repair & Remake’ station situated on the first floor, H&M club members can have their clothing repaired for free or personalised for a small fee (£3), encouraging customers to repurpose their clothing. Signage behind the cash desks and messaging on the new recyclable shopping bags reinforces the retailers desire to become ‘fully circular’, encouraging customers to recycle their unwanted clothes and to make more conscious decisions.

In-store technology.

For greater convenience self-service checkouts can be found on two floors alongside regular cash desks; customers are able to scan, de-tag and pack their items. Despite this being a clever initiative, customers tended to shy away from using the self-service checkout and opted to queue instead – this was surprising amid the Christmas rush.

Through using the H&M app customers were able to scan items in-store to search for an alternative size or colourway, and could also save to their favourites online. Customers were also encouraged to share photos of their recent purchases using the #HMxME hashtag which displayed the images on screens outside the fitting rooms.

Overall the H&M concept store demonstrates a forward-thinking store environment strategy; balancing convenience, technology and a sustainable approach while creating an environment that ‘feels good’ to shop in.



Ellen McNeelance

20th December 2018

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