H&M is testing a paired-down, aesthetics-driven store design to better meet consumer value of unique and pleasing brick-and-mortar experiences as opposed to spaces crowded with product

After years of stagnant sales, fast-fashion brand H&M decided to breathe new life into its brick-and-mortar spaces with a more open and refined presentation of its products on shop floors. Accordingly, the retailer recently revamped one of its Sweden locations to test out the modern store layout.

What was once a crowded space that lumped all of its merchandise into the same space will now feature a smaller variety of clothes displayed in an eye catching, color-coordinated arrangement. The pilot store for this new H&M layout is in its hometown, Stockholm, and will also feature an espresso bar and invitation-only events.

The busy layout of more traditional department stores is no longer appealing to many consumers, who increasingly value brick-and-mortar spaces for choice experiential offerings rather than a crowded plethora of product options. H&M is responding accordingly, hoping that an aesthetics-driven, spacious layout can offer a more valuable store experience.

H&M

After years of stagnant sales, fast-fashion brand H&M decided to breathe new life into its brick-and-mortar spaces with a more open and refined presentation of its products on shop floors. Accordingly, the retailer recently revamped one of its Sweden locations to test out the modern store layout.

What was once a crowded space that lumped all of its merchandise into the same space will now feature a smaller variety of clothes displayed in an eye catching, color-coordinated arrangement. The pilot store for this new H&M layout is in its hometown, Stockholm, and will also feature an espresso bar and invitation-only events.