H&M reopens at Westfield Stratford with first concept store in UK

H&M is reopening its doors to its Westfield Stratford store on 21 November with a brand new concept that is yet to be seen in the UK.

After an extensive renovation, the concept store provides improved omni-channel services to make shopping more fluid and innovative than ever.

Shoppers are invited to browse a curated selection of H&M's womenswear, menswear, kid’s fashion, beauty, and homeware.

As for technology updates, fitting rooms will be interactive, where screens recognise products to provide tailored styling tips. Through the screens, customers can easily request a different colour and size as well as recommended garments directly to the fitting room with a simple push of a button. If they're out of stock, they can conveniently order items online via the tablet. Mobile checkouts have also been fitted alongside self-service checkouts.

Klas Degeryd, Head of Expansion UK & Ireland, said: "The newly designed store truly reflects our investment and commitment to providing the best of our brand for our London customers. Every aspect of the space is crafted with the customer in mind, celebrating the joy of shopping through exceptional design and interactive features. London is a global hub of fashion and creativity, so we are proud to expand and evolve our presence here."

Although this is the first store globally to incorporate this technology, after Seoul and Stockholm, H&M also opened a new ‘elevated’ concept store in the heart of London’s affluent neighbourhood of Chelsea earlier this year. Here, customers can explore exclusive in-store experiences such as interactive and personal services that complement the curated edit of premium quality womenswear, beauty, shoes and accessories.

Camilla Henriksson, Head of Brand Experience at H&M, added: "We are very much looking forward to welcoming our customers to our store again. The space has been completely reimagined to offer the very best H&M experience, full of inspiration and a strong focus on personal service.

"Refined architecture and fresh design details elevate our fashion-forward collections while innovative tech solutions allow for a modern and seamless shopping experience ready for all our customers to enjoy."

In celebration of the opening, the first 100 customers in line will receive a £20 gift card as well as a bouquet of flowers. All shoppers will enjoy a complimentary gift-with-purchase and H&M Members will receive 20% off their purchases.