High street fashion giant H&M is to open a womenswear pop-up shop in London’s trendy Shoreditch neighbourhood later this month.

  • Store will remain open for six weeks
  • Will feature DJs and workshops, as well as offering manicures
  • Pop-up will stock H&M’s Divided womenswear collection

The 1,100 sq ft pop-up shop, which will open its doors on July 23 for six weeks, will sell its womenswear collection, Divided.

Featuring neon lighting, an indoor wall mural and raw concrete features, the store will also be home to events such as DJ sets, late night lock-ins and workshops where shoppers will be able to design their own 90s-style jewellery. H&M will also offer shoppers manicures and body art.

Carlos Duarte, country manager for H&M UK and Ireland, said: “We always strive to excite and surprise our customers, and by launching a pop-up shop in east London we have the opportunity to offer H&M’s Divided collection to such a diverse range of shoppers and fashion-lovers in an innovative and fun way.

“East London has a very different vibe to any of our other locations throughout the UK, which makes this pop-up launch so exciting and in the perfect location to present the collection.”

The pop-up comes as the Swedish retailer reportedly explores a new store concept that could launch in 2017. According to Bloomberg, H&M chief executive Karl-Johan Persson said the fascia “will be completely different from H&M”.

Topics