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H&M opens new store concept in NYC

H&M makes a stylish return to Manhattan’s SoHo district with an innovative twist in its new store format. Spanning nearly 10,000 square feet, this location introduces a women’s-only concept, emphasizing H&M’s cutting-edge fashion styles. Notably, it stands out as H&M’s inaugural North American store featuring a “Pre-Loved” shop-in-shop, exclusively dedicated to curated trendy secondhand garments sourced from third parties.

Embracing the latest in retail technology, H&M SoHo aims to deliver a seamless shopping experience. The store offers mobile checkout options from any location within its premises. Additionally, smart mirrors in fitting rooms utilize advanced technology to identify customers’ chosen products, including size and color, while providing personalized styling recommendations. These mirrors also enable customers to request items, promptly brought to the fitting room by attentive sales associates.

Situated at 591 Broadway, this H&M store boasts a modern, industrial design crafted by the brand’s in-house architecture team, harmonizing with the character of the SoHo neighborhood. The interior includes a dedicated staging area for fashion shows and events, complemented by two LED screens showcasing fashion videos. For added convenience, the store features a designated pickup area equipped with lockers for the seamless retrieval of online orders within the store.