H&M pilots innovative store concept in the U.K.

Swedish fashion giant is testing its new retail concept in the United Kingdom and Ireland.

Swedish fashion giant H&M is testing its new retail concept in the United Kingdom and Ireland. According to the company’s press service, the new format “Keep-The-Presence” is implemented as part of a growth strategy focused on the omnichannel market.

As part of the new concept, the retailer will offer customers carefully selected capsule collections in “pop-up style areas,” self-service checkouts and additional in-store services, including locker storage, a dedicated area for online ordering and staffed offers. 

The first store in the revamped Keep-The-Presence concept will open in Manchester. The current flagship will open after renovation in winter 2023. The company noted that stores would keep their doors open by introducing the new format. At the same time, the updates will meet the changing needs of shoppers in central locations. 

As of the second quarter of 2023, H&M operated more than 200 stores in the United Kingdom and Ireland. Klas Degeryd, head of expansion at H&M UK and Ireland, said: “It is no secret that UK high streets have had their fair share of struggles over the past few years, with the pandemic forcing a number of shops to close their doors across the country.

“Visually, we would like to be seeing less closed doors and hoarding, even for development reasons, on our high streets, and we hope our Keep-The-Presence concept will contribute toward keeping busy retail destinations vibrant and thriving while giving our stores exciting updates to ensure we provide our customers with the best possible experience.”