H&M Home opens first UK store outside London

H&M has opened its first UK H&M Home store outside London, at the Bullring in Birmingham.

The 1997 sq m (21,500 sq ft) store is arranged over three levels, following a redesign and refurbishment programme at an existing H&M branch. Designed by an in-house team, the store offers the brand's fashion ranges as well as lifestyle and homewares products. It is the third H&M Home store in the UK.

“We’ve reopened this H&M store with a brand new look and feel that we think shoppers in Birmingham are going to absolutely love, so we’re very excited to have opened the doors and to share this new store with fashion fans in Birmingham,” says H&M country manager for the UK and Ireland Toni Galli.

“H&M’s store in Bullring has been a huge draw for a number of years, and the addition of H&M Home is sure to drive footfall still further,” says Iain Mitchell, UK commercial director at Bullring owner Hammerson. “We’re always looking for ways to introduce new concepts and offers across our portfolio, and today’s announcement is a great example of that.”