H&M adds novelties to Antwerp flagship

A rental service, click&collect lockers, self-scanning checkouts, a Lego corner…: H&M is introducing quite a few new features to its store on the Meir in Antwerp, which reopened today after a thorough renovation.

Rental servive

The renovated flagship measures 6,500 sqm and underwent a major transformation, allowing the retailer to further expand its range of clothing, shoes and accessories for the entire family here and immediately launch its summer collection. In addition, H&M is introducing a whole range of innovative services, the big eye-catcher being H&M Rental. Antwerp is only the fifth city where the fashion chain is launching this service, after Stockholm, Berlin, London and Amsterdam.

H&M Rental gives members of the “Hello Members” loyalty program the chance to try on garments without buying them right away: the items are available for rent for a period of seven days, prices range from 15 to 50 euros. Shoppers can view the available range on the website or in the app. They can also book an appointment for a half-hour style consultation with an in-store associate to create a complete look..

Click & Collect

The rental service is not the only novelty in the renovated Antwerp store: H&M also provides Budbee lockers, where customers can pick up online orders, try them on, and then take them with them, change them or return them to the store. Store employees can also reserve items in another H&M store using the H&M In-Store Care app, which allows them to easily look up information about products, inventory, membership and more.

The retailer also expanded the H&M Home department in this store to 300 sqm, while children can get creative in a Lego Corner. Checkout is at self-service checkout counters.