H&M has opened a new brand destination featuring its first shop-in-shop with secondhand pieces in North America at 591 Broadway in SoHo.
The nearly 10,000-square-foot store is a new concept for the brand, offering a unique, modern shopping experience with the fashion forward womenswear, elevated styling.
“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 New York City, 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.”
The assortment of womenswear has been curated to mirror the neighborhood with fashionable and trend driven products, while still offering a diverse assortment to allow customers to express themselves. The “Pre-Loved” shop-in-shop will offer trendy secondhand garments.
“After premiering our first U.S. secondhand platform ‘H&M Pre-Loved’ online last year, we are thrilled to build on this offering by launching H&M SoHo with the first secondhand shop-in-shop in North America,” said Linda Li, head of customer activation and marketing, H&M Americas. “Providing our customers the fashion they crave in a new store that is inspiring and tech driven is exactly where we want to be as a brand to achieve our goal of liberating fashion for the many.”
The store also features customer service technology including mobile checkout from anywhere in the store and enjoy 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 fitting room cabins by a sales associate.
