H&M to open global flagship at Westfield Stratford

By

Barbara Santamaria

Published
Mar 29, 2017

H&M is set to open its largest store in the UK and Ireland at Westfield Stratford on 21 April, becoming a global flagship destination for the brand in East London.

For the launch, H&M will relocate its existing store in the shopping centre and extend its sales area to accommodate for an expanded offering.

The new store will feature 5,074 sq mt of sales space across 3 floors and showcase H&M’s affordable collections including Ladieswear, Menswear, Divided and Kidswear. In addition to stocking quality garments, the store will have areas for the brand’s Homeware and Beauty ranges.

“H&M are delighted to be expanding in Westfield Stratford. The new store will become our largest in the UK & IE, as well as a Global Flagship store. Westfield Stratford gives the brand an exciting opportunity to showcase our entire fashion offering to both new and existing customers,” commented country manager for the UK & IE Carlos Duarte.

Since the launch of a beauty range in 2015, the brand has been upsizing some if its most popular UK stores to include the new product categories in the offering.

The Swedish clothing company also relocated and expanded its Covent Garden store in December, which now features a separate entrance to the beauty area.  

H&M’s decision to give beauty products a more prominent space in store makes sense given the rise of make-up as a personal style element. Additionally, the British beauty market is booming, with Brits estimated to have spent £1.8 billion on colour cosmetics in 2016.

H&M’s UK property portfolio has grown to include in excess of 260 stores.