H&M Home has opened a flagship store on Regent Street complete with in-store florist, café and event area.
H&M has billed the 700 sq m store as offering a “dynamic and inspiring customer experience”.
Its event space was occupied by auction house Christie’s during its opening weekend, with the auctioneer showcasing selected pieces from its September interiors auction. The event followed a collaboration between H&M Home and Christie’s at a recent Christie’s Lates event.
Customers can monogram purchases and take advantage of a home delivery service, as well as ordering online from the store.
The shop will also offer worldwide delivery for items purchased in-store, for the first time in the UK market.
H&M Home managing director Anders Sjöblom said: “Our concept store is a new approach to the interior industry offering a new level of inspiration, customer services and collaborations. This store is a perfect physical complement to our digital presence through social media and ecommerce.”