The H&M Sergels Torg store, the Stockholm flagship, recently reopened after a major refurbishment. It’s the first H&M store where fashion fans have the opportunity to rent garments, including bridal dresses. The store also offers customers the possibility to repair old fashion favorites, and with extended opening hours, a beauty bar and internal coffee trolley, the store aims to keep up with the re-commerce trend.
The Sergels Torg store will offer customers a shopping experience unlike other H&M stores, with a curated assortment and an updated interior of warm neutrals, carefully selected materials and lots of greenery. Customers can choose to use self-service checkouts and get inspired by H&MxME images on several screens around the store. Among the introductions in the store is the H&M Beauty Bar by Dashl, where customers can get their hair, nails and make-up done starting at 7:30 a.m. on weekdays.
The store also offers members of H&M’s customer loyalty program the possibility to rent selected skirts and dresses from the Conscious Exclusive collections.
“We are really excited to try out rentals for the first time and inspire our customers to look on fashion in a circular way,” said Maria Östblom, head of womenswear design at H&M. “Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with.”
To further inspire customers to reuse and recycle, the store will also offer repair services with an atelier where customers can get fashion favorites mended or upgraded.