H&M has reopened its original flagship store in Shanghai with a new concept called House of H&M, marking the Swedish retailer’s comeback to one of China’s most important shopping streets.
The six-story corner store on Huaihai Road was the brand’s first location in mainland China when it opened in 2007. It was closed in 2022 following backlash related to the Xinjiang cotton controversy and weak consumer demand after COVID-19 lockdowns.
On Monday , H&M celebrated its return by unveiling the redesigned flagship, which now serves as a “brand center” combining fashion, lifestyle, and digital engagement.
“House of H&M is a real brand center, it combines fashion, inspiration and retail in one, breaking boundaries,” said H&M China CEO Saed El-Achkar on Xiaohongshu, a popular Chinese social commerce platform.
The store spans more than 3,000 square meters across four retail floors, featuring apparel, home goods, a flower shop, and an exhibition space. The top floors house H&M’s regional headquarters. A dedicated livestream studio on the ground floor will host Douyin sessions with celebrities, designers and influencers, turning the space into what the company describes as a “brand broadcast hub.”
H&M has launched a separate Douyin account for House of H&M, underscoring the strategic importance of digital interaction. During the opening week, local celebrities and top influencers drew large crowds to the store.
The reopening in Shanghai follows new flagship openings in Beijing and Shenzhen earlier this year. H&M currently operates around 300 stores across Greater China.
“Our focus is a healthy store portfolio through selecting key cities across China to open flagship stores and store upgrades, as well as store optimization for continued profitability and growth,” the company said in a statement.
Source: Yahoo Finance
