H&M has acquired its first UK site for a new pan-European chain, to be called Detail.
The 310 sq m store will open at the end of next month at the Trafford Centre in Manchester. It will sell cosmetics accessories and lingerie lines not stocked in H&M stores.
The first two H&M Detail stores opened in November at Oberhausen and Cologne in Germany. H&M has been considering a UK launch since early last year (Retail Week, May 31, 2002).
An H&M spokeswoman said there are no immediate plans for more UK Detail stores, and no other sites have been signed. However, property sources expect the Trafford opening to presage a wider UK roll-out.
One property source close to the deal said H&M will look at the major regional malls and the UK's top cities, which means that Detail could eventually have 25 units in the UK.
By contrast, the main H&M brand trades from 68 UK locations and overall from more than 682 stores in 14 countries.
H&M already operates standalone children's stores, although these are presented as part of the main brand. The Detail store design, however, is distinct from the main brand, in a baroque style featuring wallpapered walls and a mix of dark wood, glass and metal.
Cushman & Wakefield is the letting agent at the Trafford Centre for landlord Peel Holdings.
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