H&M opens its flagship store in Amsterdam after renovation

The concept store is located in the monumental Bonneterie building on the pedestrian Kalverstraat.

Swedish fashion brand H&M announced the opening of its flagship store in Amsterdam after renovations. The concept store is located in the monumental Bonneterie building on pedestrian Kalverstraat Street in the city’s center. H&M’s new look focuses on sustainability and local cultural elements. 

Among the new services offered in the store is a clothing hire service for both new and old collections. “In addition, H&M offers its customers the repair and reconstruction of old clothes, as well as the use of old materials to create new items in the workshop,” writes Retail Detail. 

As part of the sustainability program, the concept store also has “smart recycling bins” with digital screens that provide customers with all the information they need. Goods sold in the store will also come with sustainability ratings. 

The basement of the building houses a separate space for Budbee’s courier service, which dispenses and accepts returns of online orders from the H&M store. Among the pleasant surprises for local shoppers is creating clothes with prints from Amsterdam museums and artists. In addition, the store features local independent brands such as Atelier des Femmes and Shop Ateljé in a limited format.