H&M Sergels Torg store to test rental service

04 Dec '19

2 min read

Pic: H&M

When H&M’s Sergels Torg store in Stockholm will reopen after a major refurbishment, customers will be met by a shopping experience with a curated assortment and updated interior of warm neutrals, carefully selected materials and lots of greenery. It’s the first H&M store where customers will be able to rent some stunning garments including bridal dresses.

"We are really excited to try out rentals for the first time and inspire our customers to look at fashion in a circular way. Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with, said Maria Östblom, head of womenswear design, H&M.

Customers at the store can choose to use self-service checkouts and get inspired by H&MxME images from their own fashion stories on several screens around the store. The store is all about treating customers to something extra. Among the new introductions in the store is the H&M Beauty Bar by Dashl, where customers can book in to get their hair, nails and make-up done already from 7.30 am on weekdays. The store also offers members of H&M’s customer loyalty programme the possibility to rent selected skirts and dresses from our Conscious Exclusive collections. To further inspire customers to reuse and recycle, the store will also offer repair services with an atelier where they can get fashion favourites mended or upgraded.

Fibre2Fashion News Desk (PC)

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