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In Pictures: H&M's revamped Regent Street store with Beauty Bar and H&M Rental

Tom Bottomley
24 November 2022

H&M’s flagship store at 324 Regent Street has reopened with a revamped look today, 24 November 2022, complete with its new Beauty Bar concept in partnership with Dashl and the launch of H&M Rental in the UK.

H&M Rental offers female and male customers the option to rent clothes, shoes, bags, and accessories selected from special H&M collections and archive pieces in assorted sizes.

Customers can rent items for a maximum of seven days, allowing them to experiment with their style in an affordable way. Customers can also view the assortment on the H&M app, but the exact offer will only be available in the Regent Street store. To use H&M Rental, customers must first become H&M Members.

At the new Beauty Bar customers can get various treatments including for nails, brows and lashes. All treatments can be booked through Dashl.

H&M Regent Street will also be home to click and collect and self-service stations, and the new store also boasts one of Europe's biggest indoor LED screens with double 4k resolution.

The screen has generative artwork and will be a creative display feature allowing customer to interact with the digital technology in real time. The artwork is a generative system that continuously evolves throughout the day, responding to customer activity on the escalator.

Chris Clare, Expansion Manager for H&M UK & Ireland, said: “We’re super excited to share our new Regent Street store with our customers who will enjoy our new concepts and services. Our wide-ranging assortment and the launch of Rental, Beauty Bar and the generative artwork all add to our customers experience.”

H&M Brand Sustainability Manager, Pascal Brun, added: “We are very excited to be launching H&M Rental in the UK. It is a part of our circular service which enables customers to explore new styles and expressions without buying the garment. Own the style, not the garment.”

In the kids’ department, customers – both young and old - can test a “playful augmented reality layer”, whereby they can scan different characters which will come to life around the store through several fun, sustainability-focused games. They can also enjoy a kids’ LEGO experience with a play area and full-size LEGO tree to capture and share memories, all in partnership with LEGO and local charity Fairy Bricks.

Additionally, H&M is partnering with several local talents for the Regent Street store launch, including London based photographer Ollie Ali.

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