H&M Home opens concept store in Brussels

In the spring of 2020, Swedish fashion brand H&M is opening its first home decoration store in Belgium. The new store will sell products of H&M’s own private label, but also products by other brands.

To meet and inspire customers

H&M has had home decoration corners in its larger fashion shops in Belgium for some time now, but – unlike abroad – it did not have a separate shop for that range. That will change in early 2020, when H&M Home will open its own 644 sqm store at the prestigious Avenue Louise in Brussels. The new store aims to inspire home decoration enthusiasts, allowing shoppers to stroll through different areas and find ideas. In addition to textiles and accessories, the new store will also offer an extensive range of home decoration products, furniture and lamps.

“We are excited to be opening a concept store in the centre of Brussels in the near future. Belgium is an interesting and important market for us and we believe that our H&M Home Concept Store will be an important addition to our digital offering”, states Peter Klagsmark, general manager of H&M Home, in a press release. “This new location is the perfect place for us to meet and inspire our H&M Home customers. We are very much looking forward to it opening.”

H&M started to roll out H&M Home stores in 2018, and currently has such stores in Copenhagen, Hamburg, London, Munich, Oslo and Stockholm.