H&M revamps flagship Singapore store

The flagship store will now feature H&M Home and augmented reality.

H&M will reopen its Singapore flagship store at Orchard Building in Singapore on 24 August, launching a new-instore design and its H&M Home brand.

In a statement, H&M said it will now launch H&M Home to optimise store portfolio and due to its great popularity when launching for a limited period at the annual H&M Holiday Pop-up.

“This rebuild, with the launch of H&M Home, encompasses two values that remain core to our business – constant elevation while ensuring that we continue to take strides towards a more sustainable future for fashion,” said Oldouz Mirzaie, Managing Director, Region South Asia, H&M.

ALSO READ: H&M outperforms over 40 fashion brands in emissions reductions

The revamped store will also integrate augmented reality in its operations which can be accessed by kids and parents to play and learn through the QR codes posted in the store and the garment collecting box.

H&M added that it will be at the forefront of sustainability with a face made entirely from i-Mesh, a sustainable and customisable textile made of high-performance fibres. It is the first of its kind in Southeast Asia.