H&M launched its first Divided store in the UK last week.
The two-floor, 8,225 sq ft (765 sq m) shop features white scaffolding and single-tube fluorescent lights and targets younger shoppers than standard H&M outlets. In-store props include brightly coloured display blocks and a jewellery box area.
H&M UK and Ireland country manager Magnus Olsson said: “Opening such an individual store, location was extremely important and Camden was the obvious choice. It’s such a diverse part of London and is loved for its fashion, music and culture.”
It is H&M’s fifth Divided store, with the others in Sweden, Holland, Greece and Germany.
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