Pure Beauty

H&M to open first new-look store at this UK shopping destination

By Becky Bargh | Published: 23-Feb-2021

Overhauling its in-store look, the new beauty and fashion space offers a modernised shopping experience

H&M is expected to reveal its first new-look store at the UK’s Basingstoke Festival Place this summer.

According to a press announcement from the shopping centre, the space’s interior has been overhauled with a new look, which focuses on a ‘modern and relevant’ shopping experience.

H&M’s sustainability ethos has been put centre stage of the in-store revamp, including its worldwide garment collection scheme.

All donated clothes are saved from going to landfill and will be recycled.

H&M’s beauty portfolio, which hit shelves with 700 skus in 2015 after years of anticipation, includes make-up, skin care, beauty tools, fragrance and hair care, as well as a 4-sku line of ‘conscious’ beauty products.

“We are extremely excited to be reopening our H&M Basingstoke store in Festival Place with the first-of-its-kind new look and feel this summer,” said H&M Country Manager Toni Galli.

“Our aim is always to provide our customers with the best shopping experience possible and we are confident that our Basingstoke store will offer exactly this.

“We cannot wait to share more details with our customers in the near future.”

The Swedish beauty and fashion brand first entered the UK market in 1976 and today boasts more than 240 stores across the country and its Irish neighbours.

The revamp has taken place on the back of H&M Group’s new subscription-based beauty and fashion launch.

Singular Society is a membership-only brand offering beauty, fashion and homeware products that are sold at cost-price.

In a statement to Cosmetics Business, the firm said: “In this subscription-based retail model products are being offered as a service towards the members, rather than a source of income, as in traditional retail.

"This is a new and innovative business model and H&M group looks forward to exploring it together with the Singular Society team.”

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