H&M Home opens on Regent Street, mixes Christie's pieces for vintage-modern look

By

Sandra Halliday

Published
Apr 26, 2019

H&M has opened its latest store on London’s Regent Street, the giant shopping thoroughfare that it has regularly chosen for unveiling brand new retail chains and flagships for existing brands.

This time it’s opened a giant store for its H&M Home banner, with a site near the top end of the street just adjacent to Coach’s London flagship and near H&M’s signature, & Other Stores, COS and Arket flagships.

The two-storey shop covers 700 sq m and as well as the H&M Home offer, it has “a curated selection of pieces from selected other brands,” plus “an ever-changing event area” and an in-store cafe run by It’s Pleat.

H&M Home MD Anders Sjöblom said that the concept store features “a new approach to the interior industry offering a new level of inspiration, customer service and collaborations.”

And he added that the shop is a “perfect physical complement to our digital presence.”

Interestingly too, and especially given that H&M is a mass-market brand, the retailer has collaborated with auction house Christie’s for the launch with the auctioneer showcasing pieces from upcoming auctions in combination with H&M Home designs in the store. 

During the opening weekend, Christie’s is presenting selected objects to demonstrate how vintage pieces can work well alongside new items and the items can be bid on later this year. 

Andy waters, curatorial director at Christie’s, said that the move follows a successful previous collaboration between the two.

Other services in the shop include a monogramming service, placing online orders in-store and offering worldwide delivery on purchase made in the shop for the first time in the UK market.