H&M trials new store concept as it focuses on omni-channel growth

H&M is trialling a new store concept in Manchester to "maintain the brand's physical presence and keep high streets thriving" whilst its stores undergo refurbishments.

The concept will allow H&M to continue servicing customers and keep its doors open on busy high streets across the UK, whilst still evolving and updating its stores to reflect changing customer demands.

As part of this, H&M will introduce new, temporary store fits at the front of its stores whilst the wider unit undergoes a rebuild.

It will allow customers to shop carefully curated capsule collections through pop-up style areas and utilise in-store services such as click and collect lockers, a dedicated online activation area and bespoke H&M members offers and benefits for the duration of the rebuilds.

The brand's Market Street store in Manchester is the first to trial the new concept. Currently undergoing a rebuild, the store will remain open to customers at various points throughout the coming months ahead of its full reopening later this year.

H&M currently operates 201 stores across the UK and Ireland. Its expansion strategy is focused on omni-channel growth — increasingly integrating digital and physical channels to facilitate a "seamless, holistic customer journey".

Klas Degeryd, Head of Expansion at H&M UK & IE, said: “It is no secret that UK high streets have had their fair share of struggles over the past few years, with the pandemic forcing a number of shops to close their doors across the country.

"Visually, we would like to be seeing less closed doors and hoarding, even for development reasons, on our high streets, and we hope our Keep-The-Presence concept will contribute toward keeping busy retail destinations vibrant and thriving while giving our stores exciting updates to ensure we provide our customers with the best possible experience.”