H&M unveils small format store in Berlin

Fashion retailer H&M has opened a new ‘hyper-local flagship’ in Berlin’s creative Mitte Garden district.

The 300sqm store, one of the brand’s smallest worldwide, offers curated womenswear, selected external brands, vintage pieces and a showroom for customers. It features curated fashion from H&M’s own assortment as well as selected external brands, most of them Berlin based.

The selected assortment is paired with a digital tool offering H&M’s full range where customers can browse and build their looks on their own or aided by a stylist.

“It’s a test for us as a global retailer to elaborate around how we can be more personal and locally relevant,” said H&M Group laboratory business developer Anna Bergare.

H&M Mitte Garten will regularly offer events such as lectures, fashion talks and yoga for its customers. Upcoming trends and looks will be presented in the public showroom. Here consumers can try on and borrow pieces to make sure their future purchases are consciously made.

“This is a unique location and it has served as a meeting place for Berliners for more than 100 years,” said H&M Germany country manager Thorsten Mindermann. “[It’s] a tradition we want to honour. We aim to offer a neighbourhood store serving as a platform for local and global talents within retail, culture and art.”

Source: insideretail.asia