H&M Opens SoHo Store Featuring “Pre-Loved” Shop-in-Shop

H&M (Stockholm, Sweden) has opened a new store in New York’s SoHo neighborhood, according to a company press release. The new location at 591 Broadway is nearly 10,000 square feet and was designed by H&M’s in-house architecture team.

The store’s “Pre-Loved” shop-in-shop will offer secondhand garments. Beginning Wednesday, Feb. 7, James Veloria, a New York-based seller of vintage apparel and accessories, will help curate select pieces for the shop-in-shop. The brand originally featured the offering on its website, and this is the first H&M store to launch a physical version of the concept.

The store also includes some tech-driven experiences, such as the option for mobile checkout anywhere in the store, and smart mirrors that can reportedly identify customers’ products, can provide recommendations and request help from a sales associate. Branded lockers also allow customers to pick up online orders in store.

Carlos Duarte, President of H&M North Americas, says, “This new location marks our return to SoHo, a neighborhood which continues to be an epicenter of fashion and style … we’ve been testing new store concepts in [New York City], such as our recent H&M Williamsburg store experience, with the aim of building the best, elevated shopping experience for our customers. We’re excited to bring H&M SoHo to life through curated, trend driven products as well as a new secondhand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighborhood.”