H&M has reopened its upgraded store in East London, featuring advanced technology to enhance customer experience.
- The store now includes smart services like interactive fitting rooms, enhancing shopping convenience.
- Customers can use screens in fitting rooms to request sizes and colors or order online.
- Mobile checkouts have been introduced throughout the store for seamless transactions.
- This store is the first in the UK to adopt such technology, following successful implementations in Seoul and Stockholm.
H&M has unveiled its newly renovated store at London’s Westfield Stratford City shopping center, marking a significant step in its retail evolution. Officially reopening on November 21 after months of closure, the store now boasts 5,046 square feet of modernized retail space. The introduction of advanced features stands out, especially the interactive fitting rooms that provide personalized styling tips and allow customers to interact with screens for size and color choices.
Customers can seamlessly request different sizes, colors, or even order garments online directly from the fitting room with the push of a button. Additionally, mobile checkouts enable purchases to be made anywhere in the store, complemented by self-service checkouts for added convenience.
This concept store is a first for the UK but not globally—H&M has previously introduced similar smart technology in its outlets in Seoul and Stockholm. By infusing innovation into the traditional shopping experience, H&M positions itself as a forward-thinking leader in fashion retail.
Klas Degeryd, H&M’s Head of Expansion for the UK and Ireland, expressed that every aspect of the store is crafted with the customer in mind, celebrating the joy of shopping through exception design and interactive features. His statement underscores the company’s commitment to enhancing customer engagement through architectural and technological advancements.
Camilla Henriksson, Head of Brand Experience at H&M, emphasized the store’s transformation, highlighting its focus on inspiration and personal service. According to her, refined architecture and fresh design details contribute to elevating the shopping experience, making it as seamless and modern as possible.
The new store at Westfield Stratford City represents a significant advancement in H&M’s retail approach, combining fashion with technology to improve shopping experiences.
