Swedish fashion giant H&M has unveiled plans for the UK launch of its homewares range, which include an initial online launch before selling the line in one of its prominent Oxford Street stores.
The collection will first be available to the market online when H&M launches its transactional website here, expected late summer. It will then sell it in its store at 174-176 Oxford Street, from October 20.
Head of design for H&M Home Evelina Kravaev-Söderberg said the range, which includes cushions, bedding and accessories for most rooms in a home, will “bring fashion” into homes, inspired directly from the garments side of the business. “It is very much about textiles and textures,” she said. “This season is very 1920s inspired.”
The full 300-piece range will go into Oxford Street with prices ranging from £2.99 to £59.99. Kravaev-Söderberg said H&M may roll it out to other UK stores if successful and has not ruled out a standalone store for the collection.
There will be lots of newness in its home offer as with its fashion, she said, with four main collections each year and new elements each month going into the store and online.
“Collections will change even with the basics range, which will be updated each season,” she said.
Customers at its Oxford Street store will be able to use a unique magnet system to shop the range. Shoppers can browse the offer carrying a magnetic board, to which they can add magnets representing different products. They then take the board to the till rather than having to carry bulky items around the store.
Kravaev-Söderberg led the initial launch of the home collection in February 2009 in Sweden, the Netherlands, Austria and Germany. It now sells in seven countries and has received “a very positive reactions overall”, she said.
She added that it is an affordable way to update homes and will suit renters and students well with a younger fashion feel to the range. “It is young and funky,” she said, comparing the feel of it to H&M’s younger fashion range Divided.