H&M debuts new store format in Beverly Hills with focus on curation, re-sale
H&M has opened its doors in a fashion hotbed.
The Swedish apparel giant has opened its first-ever location in Beverly Hills, Calif. Spanning more than 5,000 sq. ft., the store is focused on a highly curated, or “handpicked curation,” of H&M's offerings, including its most elevated designs, special collections and accessories. It also features the brand's second permanent secondhand in-store shop concept, Pre-Loved, which debuted in New York City’s SoHo neighborhood last year.
H&M Beverly Hills joins a growing list of concept store locations the retailer has opened in Chelsea (London), Södermalm (Stockholm), Le Marais (Paris), and Seongsu (Seoul). Each store is designed to reflect the spirit of its neighborhood while strengthening brand relevance and awareness among H&M's target customers.
For the Beverly Hills location, H&M is partnering with Wasteland, an iconic LA-based vintage store known for its trend-forward curation and deep roots in the local fashion scene. To commemorate the launch, H&M and Wasteland will host pop-up shops at four iconic LA flea markets over the course of four weeks.
[READ MORE: First Look: H&M opens new format at L.A.'s Original Farmers Market]
Developed by H&M's in-house architecture team, the new store is set within a historic Art Deco landmark and features an open wood ceiling original to the structure, with interiors that include stucco-textured walls, tile flooring, architectural wood shelving and travertine stone accents. H&M says the store will also serve as a hub for events and activations in the future.
Behind the scenes, the new store leverages RFID-enabled systems to ensure accurate inventory and streamline item location and replenishment. Customers benefit from convenient options like in-store pickup for online orders and mobile checkout, which allows employees to assist anywhere on the floor.
“With this new concept store in Beverly Hills, we've created more than a destination — we've created an experience,” said Jörgen Andersson, chief creative officer at H&M. “With a curated assortment and elevated interior features, and introducing our Pre-Loved concept, the store is a space where fashion is playful, personal and connected to culture."
H&M operates more than 4,000 stores in approximately 80 markets and online sales in 60 markets.
