H&M’s new fascia & Other Stories is to make its global debut on London’s Regent Street next month as the Swedish fashion giant relaunches its Oxford Street store.

The new brand, which will sell accessories, beauty and clothing that the retailer describes as diverse with a wide price range, has begun fitting out the store which was formerly occupied by Mamas & Papas on Regent Street, ready for its opening on March 8.

The debut comes as H&M relaunches its flagship Oxford Circus store. The remodelled store, which opens on March 14, will have six floors over 3,750 sq m.

It will be the Swedish fashion retailer’s first store to offer customers free wi-fi and will include womenswear, menswear, a shoe lounge and a relaxing chill out area on the fourth floor.

H&M country manager for UK and Ireland Carlos Duarte said: “Oxford Circus, located in the heart of London’s West End is the ultimate retail destination and we look forward to showcasing our exciting store in this prime position. The increased size of the store will enable us to bring our customers a broad selection of H&M’s ladies and menswear collections.”

To coincide with the opening, the retailer will hold a weekend of music events in-store with over 20 DJ’s and surprise live performances.

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