H&M is to open its first UK concession in premium department store Selfridges at the end of August.

The concession will be located on the ground floor of Selfridges and will have a bespoke, specially-designed fit out.

It will sell a selection of handpicked items from H&M’s latest womenswear collections, and accessories.

“We are very excited to be opening our first H&M concession store in the world-renowned Selfridges in London,” said Magnus Olsson, H&M’s country manager for the UK and Ireland. “H&M wants to be in the best business locations worldwide and Selfridges is a great addition to our London store portfolio – a real shopping destination. Customers can look forward to the ultimate H&M fashion experience at Selfridges later this summer – we look forward to surprising them.”