H&M opens new Brighton flagship with omnichannel focus

H&M has opened a new flagship store in Brighton's city centre that features enhanced omnichannel services such as mobile checkouts.

The new H&M flagship has taken over the former Topshop store at the front of Churchill Square Shopping Centre in Brighton's city centre.

The space brings together womenswear, menswear, kidswear, and beauty, and for the first time also introduces Brighton to H&M Home.

It also features new omnichannel services such as mobile checkouts, which allow customers to complete purchases anywhere on the shop floor with the help of a sales assistant, as well as self-service checkouts.

The flexible, customer-centric approach is meant to ensure a "faster, smoother shopping journey" and empower the team to "meet customers exactly where they are".

The opening of the Brighton flagship also marks the 50th anniversary of the brand's first UK store opening at Brent Cross, London.

Karen O’Rourke, Managing Director at H&M UKIE, said: "We are incredibly proud to unveil our new Brighton store, which reflects both our continued investment in the city and our wider commitment to the strength and future of the British high street.

"Bringing our refreshed store concept together with the arrival of H&M Home is an exciting moment, offering customers a considered, modern and inspiring space to explore.

"As we enter our 50th year in the UK, we remain focused on creating destinations that champion fashion, innovation and service, ensuring our stores continue to play a vital role in the communities they serve."