H&M to bring an ‘elevated’ edit to new concept store in Chelsea

H&M is set to open its doors on King’s Road in London's Chelsea this spring with a new store experience focused on "offering the most fashion-forward products with elevated styling".

The new store will reflect the local area to inspire the female customers that shop there, slotting seamlessly into the Chelsea neighbourhood.

Henrik Nordvall, Country Manager of H&M UK & Ireland, commented: "We are delighted to be opening our doors on the King’s Road, an area which has long been synonymous with fashion and style. Our new store will offer the H&M customer an experience unique to the area, with curated, trend-driven products and a creative, inspiring store design."

The in-store experience will be driven by fashion demand, with interactive and personal services that complement the curated edit of premium quality womenswear, beauty, shoes and accessories.

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.

As the store is housed in a grade III listed building, the new design encapsulates the heritage of the architecture and the surrounding area.

Nordvall continued: "London is a global hub of fashion heritage and creativity, so to expand our presence here is a great opportunity, and we are excited to be able to further engage with our customers in new, innovative and creative ways.

"The King’s Road store will be a place for interactive moments, enabling customers to develop an affinity with our brand that goes beyond our products and really speaks to the fashion heritage of the local area."