H&M has opened the doors of its first ‘hyper-local’ flagship in Berlin’s creative Mitte district as the Swedish fast-fashion giant experiments with becoming “more personal and locally relevant.”
The new store in Berlin is one of the brand’s smaller outlets. If its boutique flavor proves successful, it may herald the start of a new more personal approach for H&M.
The “hyper-local flagship” store, Spanning around 300 square metres, the Mitte Garten store is one of H&M’s smallest shops and stocks a selection of the brand’s womenswear and items from a range of external brands, most of which are local to Berlin. It will also house vintage items and a public showroom where trends and looks are presented.
In addition,Shoppers will be able to browse the entire H&M range via a digital tool that will allow them to build their looks, either individually or with the help of a stylist.
Anna Bergare, business developer at the Laboratory H&M Group, said: “It’s a test for us as a global retailer to elaborate around how we can be more personal and locally relevant.”
H&M Mitte Garten will also offer a programme of regular customer events such as lectures, fashion talks and yoga classes. In addition, the store features a cafe and garden as well as a showroom where the retailer can present upcoming looks and trends.
“This is a unique location and it has served as a meeting place for Berliners for over a hundred years, a tradition we want to honour,” said Thorsten Mindermann, country manager at H&M Germany. “We aim to offer a neighbourhood store serving as a platform for local and global talents within retail, culture and art.”