H&M has opened its largest UK flagship store at Westfield Stratford City. The 5,070 sq m, three-level store is part of a growing trend of high-street brands opening flagships inside shopping centers.
It is also one of the largest stores in H&M’s global portfolio. The brand declares its new home with a large digital sign stating “H&M Loves Stratford” placed inside the store.
The new shop houses womenswear, menswear and kids’ clothing as well as the brand’s new beauty and home lines.
Like the brand’s clothing line, the homewares range is fashion-forward. The range is attractively displayed and segmented by the season’s colors. Large rugs from the collection are also displayed throughout the store.
The use of light, as well as the atrium-style escalators, emphasizes the ample space. Unlike many fast-fashion chains, the clothing is not crammed in, offering the shopper a sense of luxury at an affordable price. Circular modern chandelier lighting adds to the premium effect.
Despite the portfolios of many retailers becoming smaller, stores are becoming larger.