Swedish fashion giant H&M is set to open two new flagship stores dedicated solely to beauty products, marking a shift from its traditional focus on apparel. Located in Stockholm, these stores will offer H&M’s complete range of beauty items, including makeup and fragrances, as well as over 80 global and Scandinavian beauty brands.
The new stores will vary in size, with one at 220 square meters and the other at 620 square meters. Each will feature its own entrance but will connect to H&M’s existing stores, allowing customers to complement their fashion choices with beauty products.
Unlike H&M’s standard practice of selling only its own brand, these beauty stores will include third-party brands such as MAC Cosmetics, Origins, and Olaplex, along with a variety of Korean brands.
Cathrine Wigzell, general manager at H&M Beauty, expressed excitement about the new stores, highlighting their potential to enhance the fashion experience with premium beauty products. “We aim to inspire every customer to create a look that blends fashion and beauty seamlessly,” she said.
This move follows H&M’s recent decision to close its digital outlet, Afound, due to declining demand. Afound, which launched in 2018, offered discounted clothing from various brands.
H&M continues to operate its other concept brands, including Arket, COS, Monki, Weekday, and & Other Stories. The company has been expanding beyond clothing, with notable ventures such as H&M Home, which began in 2008 and has since grown with standalone stores like the flagship on London’s Regent Street.
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