H&M is to open a new concept store on the site of its existing shop in London’s Hammersmith next month.
The shop will have 2,300 square metres of selling space and feature a completely new look and feel as H&M looks to use the concept as a test for improving the customer experience.
Features will include stone flooring and greenery to create a covered courtyard feel and a striking wrought iron staircase connecting the store’s three floors.
H&M said the fashion assortment will be specifically tailored to the Hammersmith customers and will also include H&M Home products.
