H&M is diving deeper into beauty.
The global fast-fashion giant will open its first two beauty “flagships,” in Oslo, Norway. The first H&M Beauty will open on April 5, at Karl Johans gate 14. The second will open on May 25, in Oslo City shopping center.
Approximately 3,230 sq. ft. each, the two H&M Beauty shops are located within existing H&M locations, and will have direct access from the street. The merchandise mix will include a wide selection of H&M’s private-label beauty products along with more than 80 Scandinavian and other external brands.
H&M Beauty has been created to give customers an elevated store experience, and will include beauty bars and dedicated beauty advisers. The design mixes cocktail bar and spa-like aesthetics, offering a social scene as well as opportunities for self-care and wellness.
The two new shops are the start of H&M Beauty's journey with the goal of creating both a physical and digital beauty universe where the customer can be inspired and buy their entire look, the company said.
“We are very happy that we can now offer our customers a well-curated beauty assortment that goes hand-in-hand with the fashion we offer,” said Catherine Wigzell, general manager, H&M Beauty.
“Our goal is to inspire every customer who enters an H&M store, or who shops online at hm.com, to leave with a complete look across fashion and beauty.”
In March, H&M entered its 77th market with the opening of a store in Albania. As of March 30, the company had a total of 4, 414 stores around the globe.