H&M trials new store concept in Amsterdam


After an extensive refurbishment, H&M has recently reopened its Amsterdam flagship store on the Kalverstraat, a busy shopping street in Amsterdam. With the new store concept, the retailer emphasises sustainability and local elements.


Rental and repair service

In the store, located in the monumental Bonneterie building, H&M offers a rental service, among other things. Customers can rent garments from former and current collections. There is also a 'repair and remake' department where old clothing can be repaired, altered or serve as the basis for a new item.


For the collection of old clothes, there are 'smart recycling bins' with digital screens providing the customer with information. H&M will also add a sustainability score to products. Customers can find lockers for the Budbee parcel service in the basement for collecting or returning online orders.


H&M also makes good use of various local elements. For example, you can have your clothes personalised with prints from Amsterdam-based artists, talents and museums, reports FashionUnited. The range also includes local independent brands, including Shop Ateljé and Atelier des Femmes.