H&M opens doors to ‘concept store’ in London’s Chelsea

H&M, the retail giant renowned for its affordable fashion, has opened a new ‘elevated’ concept store in the heart of London’s affluent neighbourhood, Chelsea.

Customers can explore the assortment in the one-off destination, located at 72 King's Road, which will be home to exclusive in-store experiences that can exclusively be found on the King’s Road. These experiences will include interactive and personal services that complement the curated edit of premium quality womenswear, beauty, shoes and accessories.

As the store is housed in a grade III listed building, every aspect of the new design pays homage to the heritage of the architecture and the surrounding area. The interior design sees mixes of tactile surfaces and high gloss details giving customers a "relaxing and upbeat" shopping experience.

Ann-Sofie Johansson, Head of Design at H&M, said: "We are so excited to be opening a store on the King’s Road, given its significance in the history of London’s fashion and arts scene. The store embodies our ethos of fashion for the many, providing contemporary design that aims to empower and inspire."

The store opens with a curated selection of H&M’s Spring fashion, which is a celebration of femininity - think soft tailoring and sculptural volume. Elevated pieces at the "special new fashion destination" include power denim, ballerina flats, and fashion-forward cut dresses.