H&M Returns to Drottninggatan, Stockholm, with New Concept Store

The newly renovated store demonstrates H&M’s investment in interweaving modern digital solutions with a physical shopping experience filled with great fashion, inspiration and personal interaction. 

The store on Drottninggatan 56 will become a must-visit destination for fashion lovers with a carefully selected assortment for women, men and kids. This store also offers H&M Pre-loved – a curated selection of unique secondhand pieces. Within this concept and to celebrate the anniversary of 20 years of iconic guest designer collaborations, a selection of pre-loved items from previous designer collaborations will be released here on the 29th of October. 

The shopping experience is elevated with the help of innovative tech solutions. This is the third H&M store in the world, following New York and Seoul, where the fitting rooms are equipped with smart screens that identify customers’ selected items, including size and colour, and provide personalised product or styling recommendations. These screens also allow customers to request items that an H&M colleague can bring to the fitting room cabin, or they can choose to purchase at hm.com with just one click.  

“We envision the physical store as a social meeting place for fashion and inspiration. The physical store continues to play a significant role in offering both inspiration and personal service – something that cannot be digitally replaced. The renovated store on Drottninggatan mirrors this vision with innovative tech solutions and a strong focus on personal service.”  

Camilla Henriksson, Global Head of Brand Experience at H&M

Customers can also explore a wide beauty assortment in the extended Beauty area in the store. They have the opportunity to enjoy nail treatments in the NailLab, led by nail icon Frida Selkirk, as well as brow and lash treatments at Rapid, making the Drottninggatan 56 store a complete beauty destination.  

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