First Look: H&M opens new store concept in NYC

H&M's new store in SoHo features an in-store shop for secondhand garments.

H&M has returned to Manhattan’s SoHo neighborhood with a new format.

The Swedish apparel giant’s new, nearly 10,000-sq.-ft. store is a women’s-only concept, with a focus on the brand’s most fashion-forward styles.  It also is H&M’s first store in North America to feature a “Pre-Loved” shop-in-shop dedicated to curated trendy secondhand garments from third parties.  

The new location is packed with H&M’s newest tech innovations and service enhancements with a goal of providing a seamless shopping experience. Along with the option for mobile checkout from anywhere in the store, H&M SoHo offers smart mirrors in fitting rooms that identify customers' products, including the size and color, and provide personalized product or styling recommendations. The mirrors also allow for items to be requested and brought to the fitting room by a sales associate. 

Behind the scenes, the store runs on RFID-enabled systems, which allow for stock accuracy and location. Another feature is faster and more efficient replenishment from stockroom to the sales floor.

Located at 591 Broadway, the store was designed by H&M’s in-house architecture team and has a modern, industrial feel that’s in keeping with the neighborhood.  The interior  boasts a staging area for fashion shows and other events and two LED screens for fashion videos. There is also a pickup area with lockers for in-store pickup of online orders.

“This new location marks our return to SoHo, a neighborhood which continues to be an epicenter of fashion and style," said Carlos Duarte, president of H&M Americas. "We've been testing new store concepts in NYC, such as our recent H&M Williamsburg store experience, with the aim of building the best, elevated shopping experience for our customers. We're excited to bring H&M SoHo to life through curated, trend driven products as well as a new secondhand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighborhood."

Last week, H&M Group reported that its fourth-quarter sales fell 1% (in local currencies), following two successive quarters of flat sales. Sales in December and January were down 4% compared to the previous year. The company also said that Daniel Ervér had taken the reins as CEO. He succeeds  Helena Helmersson, who stepped down in a surprise move.

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