H&M Reimagines Retail With Shanghai Flagship Experience Center

H&M is poised for a significant return and rebirth with the official reopening of its flagship store at its original location on Shanghai's iconic Huaihai Road. Scheduled for September 9, 2025, this event marks more than just a relocation; it signifies a re-engagement with the very site that housed the brand's first mainland China store, cementing its legacy and future in the market.

Dubbed the "House of H&M," this new establishment will serve as the brand's first experience center, fundamentally redefining the concept of a traditional retail space. Spanning an expansive 3,000-square-meter area, it will offer a comprehensive product lineup alongside a host of unique features designed to deliver an immersive and distinctive brand experience. These include an H&M HOME concept store, an H&M&Café, an H&M Flower Shop, a dedicated H&M&SPACE for exhibitions, and an H&M Live-Streaming Studio.

The grand opening of the "House of H&M" has been met with high anticipation and praise from local authorities. Madame LV, president of the Huaihai Road Economic Development Association, lauded H&M's contribution, highlighting its role in aligning with local consumer behaviors and driving the economic upgrade of the commercial district. She emphasized that H&M's presence helps cultivate an elegant and fashionable retail destination, reinforcing Huaihai Road's status as a premier shopping avenue.

Furthermore, Madame LV noted H&M's proactive approach to collaboration, particularly with Chinese designers, and its commitment to launching new collections that foster co-creation between international brands and local talent. This initiative positions Huaihai Road as a critical nexus where global trends and local creativity converge. She also pointed out H&M’s focus on sustainable fashion, which aligns perfectly with Huaihai Road’s ambition to build a responsible and forward-thinking commercial image, thereby enhancing the district’s influence in innovation and sustainable development.

Adding to its strategic importance, the upper floors of this flagship store will house H&M’s Greater China retail headquarters, making it a pivotal hub for the brand’s regional operations. In an exclusive interview conducted within the new "House of H&M," Mr. Saed El-Achkar, president of H&M’s Greater China retail division, offered deeper insights into the vision behind this momentous event and the strategic thinking guiding its innovative offerings.

When questioned about the diverse mix of elements — HOME, Café, Flower Shop, Exhibitions, and Live-Streaming Studio — in an evolving retail landscape, Mr. El-Achkar explained that the H&M HOME concept store is a key highlight, filling a market gap and representing a new retail exploration for H&M in China. It is integral to redefining the H&M lifestyle ecosystem. The H&M&Café and H&M Flower Shop are designed to enrich the consumer experience, while the H&M&SPACE exhibition area functions as a cultural hub. The in-store H&M Live-Streaming Studio will be managed via a newly launched "House of H&M" account on Douyin, inviting celebrities, KOLs, designers, and models to discuss trends during major brand events, thereby connecting fashion, entertainment, and commerce.

Elaborating on the H&M&SPACE, Mr. El-Achkar revealed that it is H&M’s first publicly accessible exhibition space globally. Its purpose extends beyond showcasing classic designs and new collections; it will also serve as a platform for cross-industry collaborations with fashion partners, highlighting H&M’s heritage and breakthroughs. For its grand opening, the H&M&SPACE will debut a curated collection of H&M Studio archival pieces, featuring runway highlights and limited-edition designs that exemplify the brand’s trajectory of experimentation in tailoring, material innovation, and stylistic breakthroughs. This space aims to engage fashion lovers by allowing them to explore classic archives while discovering H&M’s evolving fashion vision.

Reflecting on Shanghai’s long-standing influence, Mr. El-Achkar noted that H&M’s journey in China began nearly two decades ago with its first store on Huaihai Road in 2007. The vibrant energy and immense potential of Shanghai’s consumer market have consistently inspired H&M to develop its Huaihai Road store into its most iconic flagship in China. Shanghai, with its high purchasing power and strong preference for stylish, high-quality yet affordably priced products, perfectly aligns with H&M’s business philosophy. As a major fashion hub in Asia, Shanghai is fertile ground for new trends, helping H&M stay attuned to local fashion movements and enhancing its brand image as a forward-thinking and culturally relevant retailer.

When considering the potential expansion of the "House of H&M" concept to other cities, Mr. El-Achkar affirmed that "Making fashion accessible to everyone" remains H&M’s immutable core philosophy and the guiding principle behind this new venture. With China being a crucial strategic market, H&M's unwavering goal is to cultivate a world of high-quality, affordable fashion for Chinese consumers, empowering their self-expression through style. The brand will continue to pursue this objective by prioritizing product excellence, elevating brand power, and consistently improving the customer experience.