H&M has opened its first hyper-local flagship store in Berlin’s creative Mitte district.
The store spans around 300 square metres, the Mitte Garten store is one of H&M’s smallest stores, and will stock a range of the brands womenswear, as well as items from external brands, most of which are local to Berlin. There will also be a selection of vintage pieces on offer.
There is also a service in-store that allows customers to browse H&M’s collections and build an outfit on their own or with the help of a stylist.
Anna Bergare, business developer at the Laboratory H&M Group, said: “It’s a test for us as a global retailer to elaborate around how we can be more personal and locally relevant.”
Thorsten Mindermann, country manager H&M Germany, added: “This is a unique location and it has served as a meeting place for Berliners for over a hundred years, a tradition we want to honour. We aim to offer a neighbourhood store serving as a platform for local and global talents within retail, culture and art.”
