H&M homeware store to open at Bullring centre

SWEDISH fashion brand H&M is to open a concept homeware store in Birmingham.

The first standalone H&M HOME store launched in London’s Westfield in April 2019.

Now the brand is proving popular enough to expand the concept and the firm is to open a similar store at Birmingham’s Bullring, just around the corner from the two-storey flagship H&M store in New Street.

Similar stores have launched across five European countries for the brand, which is primarily known for its value womenswear, menswear and childrenswear.

“It is so exciting that we now enter Birmingham with our new concept and offer,” said Peter Klagsmark, General Manager for H&M HOME

“Our concept store is a strong complement to our digital offer and we look forward to presenting our assortment and concept in more detail closer to the opening.”

The new store will cover approximately 530 square metres and aims to be an inspiring interiors destination that will bring together the latest products from the full H&M HOME assortment, as well as a selection of pieces from a selection of other brands.

The store will offer products ranging from bed linen, cushions and rugs to cookware, towels and tablecloths.

There will be plenty of items available for children’s bedrooms, from duvet sets and decorations to toys and storage solutions.

The new store is due to open at the Bullring in the autumn.

H&M was launched

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in

Sweden

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