H&M unveils its innovative new store in the bustling SoHo district of New York City, a move that marks the brand's re-entry into an area. The retail space is a fresh concept that blends curated fashion with the unique appeal of secondhand pieces, a first for H&M in North America.
Located at 591 Broadway, the almost 10,000 square foot store was designed by the brand's in-house architecture team and takes inspiration from the aesthetic of the neighborhood's renowned art galleries.
@laurenwolfe Such a cool shopping experience, you have to stop by the new location at 591 Broadway @H&M #hmpartner #nyc #nycshopping #hmsoho ♬ Storytelling - Adriel
"This new location marks our return to SoHo, a neighborhood which continues to be an epicenter of fashion and style," says Carlos Duarte, President of H&M Americas. "We've been testing new store concepts in NYC, such as our recent H&M Williamsburg store experience, with the aim of building the best, elevated shopping experience for our customers. We're excited to bring H&M SoHo to life through curated, trend driven products as well as a new secondhand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighborhood."
The SoHo location spans nearly 10,000 square feet and is designed to reflect the artistic flair of the neighborhood's galleries. It promises shoppers an elevated experience with its selection of the most fashion-forward womenswear and a dedicated "Pre-Loved" shop-in-shop that offers trendy secondhand garments. This store aligns with the growing consumer interest in sustainable fashion and the circular economy.
@emiliaramosss The new H&M in soho is it, loved seeing tech implemented and elevating the in-store experience #hm #shoppingaddict #pov ♬ original sound - emiliaramos
The assortment of womenswear has been curated to mirror the neighborhood with fashionable and trend driven products, while still offering a diverse assortment to allow customers to express themselves.
In collaboration with New York-based vintage clothing and accessories seller James Veloria, H&M SoHo will further enrich its secondhand offerings starting February 7th. H&M is committed to providing diverse and trend-driven products that allow customers to express their individuality while also making eco-conscious choices.
@amandaakellyy This store actually blew me away! Best h&m ive ever been in 😅🥰 #hm #sohonyc #nycshopping #newstore #nyclife #hmnyc #shopping #ootd ♬ original sound - Speedy sounds
"After premiering our first U.S. secondhand platform "H&M Pre-Loved" online last year, we are thrilled to build on this offering by launching H&M SoHo with the first secondhand shop-in-shop in North America," says Linda Li, Head of Customer Activation and Marketing, H&M Americas. "Providing our customers the fashion they crave in a new store that is inspiring, and tech driven, is exactly where we want to be as a brand to achieve our goal of liberating fashion for the many."
The store is equipped with modern service features aimed at enhancing the customer experience. Shoppers can benefit from mobile checkout options, smart mirrors in fitting rooms that provide personalized recommendations, and the convenience of picking up online orders from in-store lockers. Behind the scenes, the store runs on RFID-enabled systems, which allow for stock accuracy and location, plus faster and more efficient replenishment from stockroom to the salesfloor.
