H&M unveils new home decor section at Singapore flagship store

The opening is set for 10 a.m. on August 24th, with the first 200 customers in line receiving a door gift.

H&M will introduce an extensive range of home goods in its flagship Orchard store in Singapore, including bedding, tableware, textiles, and furniture. H&M Home, a division of the Swedish company specializing in home furnishings, will occupy a section of the ground floor of the Orchard Building in Somerset.

Featuring a separate entrance, access to it will be available through the women’s department. H&M Home is already present in Southeast Asian countries such as Malaysia, Thailand, and the Philippines.

In Singapore, items from the H&M Home line were only available for a limited time during the H&M Holiday Pop-up, typically held before Christmas. The introduction of the H&M Home section coincides with the full reopening of the flagship store, which underwent a phased five-month reconstruction.

H&M entered the Singapore market in 2011 with the opening of its Somerset store. After over a decade-long hiatus, the two-story Ion Orchard store closed in March 2023. The Tampines Mall store shuttered in August 2020, and the Waterway Point store in Punggol closed in January 2021. Currently, H&M operates eight stores in Singapore.

In response to the closure of the Ion Orchard store, an H&M representative stated that the company would enhance its digitalization processes in response to evolving customer needs in the fashion industry, including integrating physical and digital retail channels.