Despite an ongoing trend towards online, H&M continues to invest in physical shops. The concrete interpretation is changing, and additional services are sometimes added. Later this year, the retailer will trial a new, compact store concept in Belgium.
“Antwerp is a key city”
Last month, H&M reopened its 6,500 sqm flagship store on the Meir, Antwerp’s beating heart of shopping. The fashion retailer introduced a host of new services there, including the H&M Rental service, which had thus far only appeared in Stockholm, Berlin, London and Amsterdam. RetailDetail went to the new store to find out where H&M currently stands in Belgium and where it wants to go.
