H&M Launches Latest Concept Store

H&M (Stockholm) has opened its first-ever location in Beverly Hills, at 370 North Beverly Drive. This new California store focuses on offering fashion-forward womenswear through a handpicked curation of H&M’s most elevated designs, special collections, accessories and H&M Pre-Loved offerings, the retailer said in a news release.

“With this new concept store in Beverly Hills, we’ve created more than a destination — we’ve created an experience,” said Chief Creative Officer Jörgen Andersson. “With a curated assortment and elevated interior features, and introducing our pre-loved concept, the store is a space where fashion is playful, personal and connected to culture.”

Spanning over 5,000 square feet, the Beverly Hills location sports a store concept inspired by H&M’s Scandinavian heritage and the architectural history of California. Developed by H&M’s in-house architecture team, the store is set within a historic Art Deco landmark building and features an open wood ceiling original to the structure, with interiors that include stucco-textured walls, tile flooring, architectural wood shelving and travertine stone accents.

The opening also marks the debut of H&M Pre-Loved in Los Angeles, the brand’s curated secondhand offering, now featured in the second permanent in-store shop-in-shop in North America, following its launch in SoHo NYC last year. For this location, H&M is partnering with Wasteland, an LA-based vintage store known for its trend-forward curation and deep roots in the local fashion scene. To commemorate the launch, H&M and Wasteland will host pop-up shops at four iconic LA flea markets over the course of four weeks.

H&M Beverly Hills is the latest concept store by the brand, joining locations in Chelsea, London; Södermalm, Stockholm; Le Marais, Paris; and Seongsu, Seoul. Each is designed to reflect the spirit of its neighborhood while strengthening brand relevance and awareness among H&M’s target customers, the retailer said.