Swedish fashion giant H&M is to launch a new-format store in Camden, north London.

The store will open under H&M’s Divided brand name next month. The 8,300 sq ft store will sell both men’s and women’s fashion over two floors.

An H&M spokeswoman said: “It’s a young-focus store. We feel our target customer is within the Camden area, so it will do really well. Divided is aimed at 15 to 25-year-olds. It’s more trend-led denim and fun fashion.”

There are very few large retail chains in the Camden area, which is famed for its markets and independent stores.

This month, H&M bought a 60 per cent stake in Swedish fashion group Fabric Scandinavien, which operates store chains Weekday and Monki, for Skr564 million (£46.3 million).

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