Exclusive look inside: H&M's revamped retail concept

Stockholm - H&M 4.0. It is no secret that H&M has been taking a closer look at new retail concepts in recent years. The Swedish chain is looking for the answer to the same question many other brands and retailers in today's market: How do we remain relevant, while also providing convenience customers? That is why H&M's store concepts have taken on a new form. There was the British Hammersmith store, the German Mitte Garten store and now the Sergel store in Stockholm. H&M's store is developing, although in this respect it can be better referred to as “fine tuning”. At first glance, the renovated shop in the Swedish city does not seem drastically different. However, opinions adjust as people dive deeper into the shop and discover the new design and the various services. FashionUnited was invited to Stockholm and was given a tour of the building two days before the opening.