[In the picture] H&M trials premium children’s fashion at Galeries Lafayette

H&M has opened its first shop-in-shop in the prestigious Galeries Lafayette Haussmann department store in Paris. The Swedish fashion chain is presenting its premium children’s line, “H&M Adorables”, to a new audience.

New audience, new sales channel

H&M Adorables was launched last year as a high-quality line for babies and young children. The collection aims to offer timeless designs in more sustainable materials, such as wool, organic cotton and cashmere, which can also be passed on from child to child.

In addition to a limited selection of H&M stores and online, the Swedish fast-fashion giant now also offers the collection at Galeries Lafayette: the shop-in-shop is strategically located in the children’s department on the fifth floor. The 63 m² space is divided into two zones: the first section is for babies and newborns, and the second space – on the other side of the aisle – is for children up to 8 years old. The checkout and fitting rooms are located between the two sections.

In October last year, H&M Adorables also appeared in the London department store Selfridges. That test proved successful enough to now tap into the French market as well. “We don’t think there will be any competition with our flagship store nearby. On the contrary, we expect to attract a complementary customer base that might not otherwise shop at H&M,” Isabella Innergård, head of H&M Kids, told LSA. She did not say whether the line will also appear in other department stores.