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Bullring welcomes first H&M HOME concept store outside of London

Lauretta Roberts
01 November 2019

H&M has opened its first H&M HOME concept store outside of London at Bullring Birmingham.

The new offer is part of the brand’s refreshed store in the destination, which re-opened on yesterday (31 October). Set over three floors, the 21,500 sq ft unit houses men's, women's, kidswear and Divided departments alongside the brand new concept H&M HOME concept, which offers affordable homewares and lifestyle products.

H&M celebrated the opening with a Halloween themed event, which included an in-store DJ alongside Halloween-themed makeup and nails, courtesy of Blow Birmingham’s pop-up beauty bar.

H&M Home

Toni Galli, H&M Country Manager for UK & IE, said: “We’ve reopened this H&M store with a brand new look and feel that we think shoppers in Birmingham are going to absolutely love, so we’re very excited to have opened the doors and to share this new store with fashion fans in Birmingham.”

Iain Mitchell, UK Commercial Director at Hammerson, added: “The fact that H&M has decided to open its first H&M HOME concept store outside London at Bullring is testament to the strength and popularity of the destination, and the work we’ve done to make the Bullring Estate as attractive and engaging for consumers as possible."

H&M HOME

"H&M’s store in Bullring has been a huge draw for a number of years, and the addition of H&M HOME is sure to drive footfall still further. We’re always looking for ways to introduce new concepts and offers across our portfolio, and today’s announcement is a great example of that,” Mitchell added.

H&M has a number of HOME destinations in London including Regent Street, High Street Kensington, Westfield London and Westfield Stratford but the Birmingham store is only the third to be dedicated to the new concept.

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