The fashion giant has re-engineered two of its busiest London stores to add space and introduce design elements to improve the shopper experience.
Last week H&M completed its new-look Oxford Circus shop; this week it will unveil its refreshed Covent Garden store, to which it has added a new floor.
H&M managing director for UK and Ireland Magnus Olsson said the change had opened up the stores to let in more light and introduced elements to give them a more “boutique” feel.
“We have invested a lot this year in upgrading our store portfolio,” he said. “We look at our customers and at how to make their shopping experience easier.”
H&M plans to re-engineer several other UK shops this year.