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// H&M’s Regent Street flagship reopens with new in-store features including a Beauty Bar and rental service
// The generative art LED display in the store is one of the largest indoor LED displays in Europe with double 4k resolution
H&M reopened its revamped Regent Street flagship on Thursday with “a world-leading interior look” as well as a rental service and beauty bar.
Customers visiting the ‘new’ store “will notice a welcoming entrance with curated and inspiringly presented fashion where digital elements create an immersive experience, as well as a warmer, more welcoming interior and relaxed atmosphere,” the company said.
The rental area is a debut of the concept for the retailer in the UK and allows female and male customers the option to rent selected clothing, shoes, bags and accessories from H&M special collections and archive pieces in a range of six .
Customers can rent items for up to seven days and can view the assortment on the h&m app, although the exact offer will only be available in the Regent Street store. To use the service, customers must also first become a member of H&M.
The company added that other sustainability features have been “built into the foundation” of the Regent Street store, with the addition of rental alongside its garment collection and recycling service.
This allows customers to donate unwanted clothing and textiles, of any brand, while shopping in the store. All donated items are recycled and nothing goes to landfill.
Meanwhile, the Beauty Bar aims to maximize profits from a key product sector. Released in collaboration with dashl, customers can get various treatments including nails, eyebrows and eyelashes, “adding value to the customer in the store.” All treatments can be booked through Dashl.
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The store also houses Click and Collect and Self-Service stations and a wide variety of merchandise, including the still new H&M Move concept.
The children’s clothing section allows those in the store to “try on their fun augmented reality cape.” Customers can scan different characters, which are brought to life in the store “through various fun games focused on sustainability.”
There is also one for children, one of a kind. Lego full-size Lego tree and play area experience “to capture and share memories, all in partnership with Lego and local charity Fairy Bricks.”
The generative art LED screen shown below is one of the largest indoor LED screens in Europe with double 4k resolution.
The retailer said it will be a creative display feature that will allow shoppers to “interact with digital technology in real time.” The artwork is a system that “continually evolves throughout the day, responding to the customer’s activity on the escalator.”
H&M UK & Ireland expansion manager Chris Claire said that, in addition to the new features, “we are also delighted to be partnering with a number of London’s creative talents during the opening period. By partnering with these creatives, our goal is to celebrate how we are woven into the fabric of the community, not just on clothing.”
Earlier this week it was revealed that H&M has closed one in five of its UK stores as it looks for ways to reduce costs.
The business has closed 56 stores since its peak in the months leading up to the pandemic.
This leaves H&M with 192 UK outlets as many city centers struggle to attract visitors.
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