Exclusive: H&M Regent Street revamp to offer rental and beauty in UK firsts

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H&M’s revamped Regent Street store will feature clothing rental and a beauty bar in two UK firsts, Retail Week can reveal.

Regent Street 1 (1)

H&M plans to roll out its rental proposition in more major cities in the coming years

The Swedish fashion giant will give customers the option of renting occasionwear outfits for both men and women, including suits, dresses, shoes and accessories.

Shoppers will be able to view the rental range online and book appointments to try on garments at the store. Hire prices will range from £15 to £40.

H&M first launched a rental offer in Stockholm in 2019 and it plans to roll out the proposition to more major cities in the coming years.

The ground floor of the new-look flagship will also house H&M’s first beauty bar in the UK, run in collaboration with Scandanavian brand Dashl.

Shoppers will be able to access a range of treatments including nails, eyebrows and lashes.

The treatments will use Dashl products, though H&M aims to bring its own-label beauty proposition to the store next year.

H&M previously offered a nail bar service in its White City store, but it closed during the pandemic. H&M said the new rental and beauty bar propositions could be replicated in other locations across the UK if they are successful.

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The Regent Street store will feature a welcome desk to help customers and members book appointments or direct them to the relevant department.

Other features include a three-storey-high LED screen, where customers using the escalators can interact with the digital artwork on the wall created from patterned fabrics and textures of H&M garments.

H&M has created an AR experience in the childrenswear department, whereby shoppers can use a mobile device to scan characters and then find them around the store.

It has also partnered with Lego to build a bespoke tree-themed model in store with Lego bricks available for children to play with.

The retailer said the concept was designed to integrate its online and offline propositions and better showcase “who the H&M brand is now” following the pandemic.

H&M UK and Ireland head of expansion Chris Clare told Retail Week: “We have a growing number of members across the UK and what we hear from them is that they like to shop both channels, meaning both in-store and online experience is super important for them.

“We really wanted to create an experience in store of who the H&M brand is now – it’s inspiring, it’s a touch point on their journey and it doesn’t have to be transactional.

“Customers can come in to rent, have a beauty treatment or they can just be inspired and continue their H&M journey elsewhere.

“It’s about recognising how stores are now playing a really different role for us than purely a transactional hub – they can experience who the brand is, share our latest campaigns and our sustainability messaging, and amplify what makes the store experience unique like the fitting rooms.”