H&M to open only outlet store in UK

By

Sandra Halliday

Published
Mar 22, 2022

This spring will see H&M opening its only UK store in an outlet destination with a debut at Affinity, Staffordshire this spring. It had a previous outlet store in Britain but that's now closed.

It will cover 7,000 sq ft and comes as outlet shopping remains one of the most buoyant sectors of UK retail with Affinity continuing to attract new brands to the location.

But the company clearly wants to distance itself from the idea of a store that’s all about price and overcrowded clothing rails as it said it’s aiming for “a lower volume of products, which will be displayed in an inspirational way”.

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The firm’s long-running Garment Collection and Recycling service that guarantees nothing goes to landfill will also be part of the new store.

Outlet shopping is increasingly appealing for lower-priced retailers as well as the mid-and high-priced names we usually associate with the sector and this year, New Look has also made a move into the segment.

Nicky Lovell, who heads outlets and business development at Global Mutual, which secured H&M for the centre, said: “As the retail market continues to reposition itself post-pandemic, it is becoming clearer that the outlet environment is increasingly sought after for both consumers and brands offering convenience, value and quality within a welcoming and accessible setting.”