Opinion

We visit H&M’s largest UK store

Europe’s largest H&M opened last Friday and we were there to check it out. Here, we share our thoughts on the design, vibe and offering.

Sarah Fairhurst
By Sarah Fairhurst
Posted 12. 05. 2017
Opening e1523627931921

The largest H&M in the UK opened last Friday and we were there to check it out.

First impressions

The store occupies three expansive floors in Westfield Stratford City mall and has a bright glass front that showcases a pretty minimal product display with a few celebratory red and white balloons – so far so normal. Although the immediate mannequin displays felt similarly ordinary, the more we explored inside the store, the more rewarding it became.

Edit

Home

The Home department sits in its own room and feels very credible as an offer. Creative visual merchandising creates casual room sets that encourage the customer to explore and the product feels as trend-driven as the rest of the H&M fashion offer.

A6dff4edit

The dark grey backdrop allows the product to pop out and the warm timber floor gives a relaxed domestic feel. We loved how the small customisation station with sewing machines attracts customers wanting a more personalised product.

Home

Beauty

The highlight of the store for me is the Beauty department. A lovely curated mix of glamour and fun, the space stands up alongside the best Beauty offers on the high street. ‘How to’s’ such as ‘top five brows’ help customers to make the right product choices.

B354edit

Individual brightly coloured pods of facemasks look enticing and playful alongside the more fashion-driven makeup for eyes, lips and face.

Makeup

To complete the offer there’s a small nail bar tucked under the stairs – a playful and engaging touch.

Nailbar

Children’s

The Children’s department on the top floor is fun with nice little touches such as illuminated bunting, balloons and fixtures inspired by carousels and fairgrounds – although some of this we feel like we’d seen before.

70751bee edit
Carosel

Final thoughts

The rest of the store is as you’d expect from a standard H&M shop, but it’s a shame the iconic TOV we’ve come to know and love from this brand was missing.

Stratford

It’s a nicely executed shop, with some great features and it was very busy. However, it will be interesting to see if H&M build on the design and offering in the future. It has all the potential to be not only H&M’s biggest UK store, but also a destination in its own right.

Related Stories

arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon