H&M to open new London flagship store

H&M, the Swedish high street fashion retailer, continues to expand in the UK. After news last month that the brand was opening a store at Ilford's Exchange shopping centre, it has now revealed the launch of a Covent Garden flagship later this year.

The new store will be part of the Mercer's Yard retail development, which is set to be completed this autumn. H&M's flagship will be located in a historic 19th century warehouse building, which is part of "a significant retail, restaurant and residential scheme due for completion later next year."

The retail scheme is part of a plan to create a new thoroughfare in Covent Garden, which will run east-west from St. Martins Lane to Neal Street, and is timed for Crossrail's arrival in the North of the area. It's part of the Mercer Company's masterplan for its Covent Garden Estate.

The new H&M store will sell menswear, womenswear, beauty and the Divided line. H&M currently has 257 stores in the UK and Ireland.

Bill Scarborough, Chairman of Long Acre Estates (the Mercers’ Company’s real estate board), said: "We are delighted to secure H&M as the anchor retailer for Mercers’ Yard. It is important to the Company that the redevelopments retain the Covent Garden character and this refurbished warehouse building does just that. It forms the centrepiece not just for Mercers’ Yard but our entire Covent Garden Estate, providing a superb retail flagship store.”

H&M to open new London flagship store

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