“Retail is very much alive”: H&M doubles down on store experience in Belgium

Today, H&M unveils a completely revamped store in Ghent, Bruges follows suit in October. RetailDetail sat down with Pär Lindbäck, Country Sales Manager for H&M Belgium, Luxemburg and France, to explore the future of fashion retail, and how H&M is reimagining its stores to better serve the omnichannel customer.

P.L.: “The reopening of these two stores is a strong signal that retail is very much alive. They reflect our dedication to being where our customers want to shop and to continuously enhancing the store and brand experience in Belgium.

Ghent and Bruges are dynamic cities; Ghent is youthful and vibrant thanks to its university, while Bruges, as a UNESCO heritage site, attracts millions of international visitors each year. These locations are ideal for showcasing our latest store concepts and innovations. Ghent has been fully rebuilt across three trading floors, and Bruges will debut our first Smart Store concept in Belgium.