H&M Beauty opens flagship stores in Sweden

GENERAL NEWS ABOUT MERCHANDISE

H&M will open two flagship stores in Sweden this month for its H&M Beauty brand.

The new stores will offer an “elevated and inspiring” shopping experience and will stock the full H&M Beauty range, including the complete make-up line and new fragrance collection. Items from more than 80 global and Scandinavian beauty brands will also be available.

The beauty rooms in Stockholm will have their own entrance, but will be connected to the H&M fashion store. This will allow fashion and beauty shopping to seamlessly merge.

The first flagship will open on September 12 at the Mall of Scandinavia, with the second following later this fall at Drottninggatan 56.

Cathrine Wigzell, CEO of H&M Beauty, said: “We are delighted to unveil our new beauty destination: an even stronger assortment of premium brands that perfectly complements our fashion offering and enables self-expression for everyone.

“We want to inspire every customer, in-store or online, to walk away with a complete look that seamlessly combines fashion and beauty. This is more than just an upgrade; it’s a whole new experience!”