1. Retail Ecosystem

H&M Shows Off ‘Fresh’ Brand Direction with Pop-Up Showcase

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H&M is celebrating its evolution through a series of pop-ups across the U.S. and Ecuador this fall.

The showcase kicks off on Oct. 24 in New York City’s Nolita neighborhood, where consumers will be able to immerse themselves in a modern, engaging space that features “the very best of the brand’s fashion identity,” according to a company announcement.

Located at 372 Broome Street, the Nolita store will include activations across culture, fashion, beauty and more. For example, the store will have an aroma installation where guests can create personalized bottles of essential oils inspired by New York, with an expert walking them through each of the six base oils and potential pairings. The store’s assortment of womenswear, beauty and home products also has been curated to mirror the trend-forward attitude of the neighborhood. H&M worked with LA-based design studio Perron-Roettinger to design the Nolita concept.

“This new pop-up is a celebration of the H&M brand and an opportunity for us to continue to show up for our customers in new ways,” said Michael Beaumont, Regional Head of Expansion for H&M Americas in a statement. “We’ve been experimenting with new store concepts and design in New York City, such as our recently opened H&M SoHo location, with the aim of building modern, engaging spaces for our customers. With our H&M Nolita pop-up, as well as our multitude of other store openings in top cities across the Americas this fall, we’re excited to build on our strong heritage while embracing the future.”

Through November, H&M will celebrate the launch of “its most impressive season of fashion yet,” through the opening of six more pop-ups:

  • Brickell City Centre in Miami, opening Oct. 17, 2024;
  • Queens Center in Elmhurst, N.Y. opening Oct. 24, 2024;
  • North Michigan Ave. in Chicago, opening Oct. 24, 2024;
  • Scala in Quito, Ecuador, opening Oct. 24, 2024;
  • Royalmount in Montreal, Canada, opening Nov. 7, 2024; and
  • Westfield Culver City in Los Angeles, reopening Nov. 14, 2024

In addition to the pop-ups, H&M is investing in updating various brick-and-mortar stores to include a fresh look and updated features.

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