H&M launches compact store concept in Belgium

Swedish fashion retailer H&M is looking to launch a new, compact store concept in Belgium. The group will also open more H&M Home departments in the country.

Easy shopping experience

Despite a strong trend towards online, H&M continues to invest in physical shops: the retailer is constantly looking to optimise its physical shop network. Later this year, H&M will trial a more compact store format, developed for smaller cities and a better shopping experience for customers.

“It is a concept we have developed worldwide and we will bring it to Belgium before the end of this year. I cannot reveal the location yet, as the contract has not yet been signed”, Country Manager Pär Lindbäck told RetailDetail in an extensive interview.

“In the period before digitisation, it was just about location, location, location. Now, however, you must seek to correctly combine location and format.” The fashion chain is also going to add more H&M Home departments in a number of Belgian shops. In the recently revamped Antwerp store, it has already expanded this.