H&M, the Swedish fashion retailers opened an H&M Home concept store in Birmingham’s Bullring centre last week. Its first standalone home store in the UK was launched in London’s Westfield, followed by Regent Street in April 2019. At the time of opening, consumer magazine House Beautiful described the Regent Street store as ‘unlike any other’ and ‘set to become your new favourite interiors destination.’
With a focus on eye-catching visual merchandising, including lifestyle settings, H&M Home stocks own branded tableware and home accessories as well as a curated selection of other brands.
Birmingham’s new H&M Home is part of the retailer’s refreshed offer with three floors of fashion in the Bullring centre.
Top: The new store in Birmingham.