AsianFin -- H&M has officially opened the “House of H&M” on Huaihai Road in Shanghai, marking a major milestone in the fashion retailer’s upgraded retail strategy in China. As H&M’s first brand experience center in the country, the flagship space reflects nearly two decades of the company’s presence in the Chinese market while bringing an immersive shopping experience to one of Shanghai’s most iconic fashion districts.

The “House of H&M” is designed to go beyond the boundaries of traditional retail stores, combining full-category product offerings with diverse lifestyle concepts. The multi-dimensional space features the first H&M HOME concept store in China dedicated to home décor, an H&M&Café, a flower shop, and “H&M&SPACE,” which showcases curated fashion collections alongside special art exhibits. It also includes a dedicated livestreaming studio, integrating digital engagement with offline retail.

H&M said the initiative embodies its long-standing philosophy of “fashion for all,” aiming to enhance brand strength, product innovation, and consumer experience. By offering affordable, high-quality, and sustainable fashion, the company hopes the Shanghai flagship will serve as both a new fashion landmark for the city and a springboard for deepening its commitment to the Chinese market.