H&M has opened its first standalone home store in the UK at Westfield London in Shepherd’s Bush.
The store is 600 sq m and comprises living room, bedroom, bathroom, kitchen and kids’ departments. H&M added furniture and lighting to its home collection this year, having previously only sold homewares, and these categories will be on sale at the new store.
H&M will run regular events in a bid to bring customers into the store.
The retail giant has struggled over the past year as its customers flock to online fast-fashion competitors, but in September reported a 3% sales rise for the past quarter. Profits before ‘financial items’ fell 29% over the same period, however.