H&M has officially reopened its Westfield Stratford store, unveiling a new and innovative concept after an extensive renovation. The revamped space introduces cutting-edge technology, an elevated shopping experience, and a curated selection of fashion, beauty, and home collections.
The redesigned store represents a milestone in H&M’s evolution, blending refined design with advanced features to meet modern consumer expectations. From womenswear and menswear to kids’ fashion, beauty, and H&M HOME, the store provides a comprehensive range of styles in a setting designed to inspire.
Technology-Enhanced Shopping
One of the store’s standout features is its interactive fitting rooms, where integrated screens identify products, offering tailored styling suggestions and enabling shoppers to request alternate sizes or colours at the touch of a button. The system also facilitates convenient online ordering directly from the fitting room via hm.com.
Additionally, mobile checkouts allow for a seamless purchasing experience anywhere on the shop floor, complemented by self-service checkouts. This makes the Stratford location the first store in the UK—and only the third globally, after Seoul and Stockholm—to integrate these technologies.
Klas Degeryd, Head of Expansion UK & Ireland, commented:
“The newly designed store truly reflects our investment and commitment to providing the best of our brand for our London customers. Every aspect of the space is crafted with the customer in mind, celebrating the joy of shopping through exceptional design and interactive features. London is a global hub of fashion and creativity, so we are proud to expand and evolve our presence here.”
Elevated Design and Personal Service
The new concept celebrates both style and function, with refined architectural details elevating H&M’s fashion-forward collections. Camilla Henriksson, Head of Brand Experience at H&M, said:
“We are very much looking forward to welcoming our customers to our store again. The space has been completely reimagined to offer the very best H&M experience, full of inspiration and a strong focus on personal service. Refined architecture and fresh design details elevate our fashion-forward collections while innovative tech solutions allow for a modern and seamless shopping experience ready for all our customers to enjoy.”
