Global fashion giant H&M has officially opened its first H&M HOME Concept Store outside London, in Birmingham’s Bullring shopping centre. The new offer is part of the brand’s refreshed store in the destination, which reopened yesterday (Thursday October 31).
The 21,500sq ft three-floor unit offers ladieswear, kidswear and menswear departments, alongside the brand new concept H&M HOME, which features ‘stylish and affordable lifestyle and homeware items’.
Designed by an in-house team, the new H&M HOME location is only the third 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 make-up and nails, courtesy of Blow Birmingham’s pop-up beauty bar.
H&M country manager for UK & IE Toni Galli said: “We’ve reopened this H&M store with a brand new look and feel, which 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.”
Iain Mitchell, UK commercial director of property development and investment company Hammerson, which owns Bullring, commented: “The fact that H&M has decided to open its first H&M HOME concept store outside London at Bullring is testament to the strength and popularity of the destination, and to the work we’ve done to make the Bullring Estate as attractive and engaging for consumers as possible.
“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. We’re always looking for ways to introduce new concepts and offers across our portfolio, and this is a great example of that.”
The Bullring Estate is comprised of three retail and F&B (Food & Beverage) hubs in Birmingham: Bullring, Grand Central and Link Street.