New Menswear drive for H&M?

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New Menswear drive for H&M?

Today sees a new H&M store opening – nothing new there you might say, but in Stockholm this store is just for the menswear collection. This in itself has been seen several times in other countries, but this store will be one of the largest men-only stores, the first one actually in Sweden, and represents a new drive to capture more of the menswear market share and vital expenditure. This is a trend we have been following here at Innesco.

The new store on Norrmalmstorg was shown to the press yesterday (24th April) and opens fully to the public today. The company traditionally uses its home city of Stockholm to launch standalone stores and concepts, and follows soon after ventures such as H&M Sports which trialled at Stockholm Arlanda airport during the Sochi Winter Olympics earlier this year, and the 2012 launch of And Other Stories (simultaneously in London and Stockholm), sitting alongside other brands owned by H&M –  MonkiWeekday, and Cheap Monday.

This new menswear store is located on Norrmalmstorg in the busiest shopping district close to Norrlandsgatan, NK department store and Biblioteksgatan in what (I think) was the old Levis store. The store is 1000 square feet on two floors that will include suiting, shoes, sportswear as well as the full menswear range and personal shopping services. You can also find an exclusive collection produced just for this store opening – so clearly H&M is making quite a statement with this latest opening.

The retailer, which used to be called “H&M Hennes” – literally meaning “for her” has seen significant growth in its menswear ranges ever since it acquired the Mauritz Widforss brand in 1968, creating Hennes & Mauritz, later shortened to H&M, especially on its internet an Twitter domain names: HM.com and @HM – although H&M was a relatively late to the party with its online transactional site, especially in the US. H&M is Europe’s second largest clothing retailer after Inditex Group (ZaraMassimo Dutti etc), and some analysts regard the business as under penetrated in many emerging markets where Inditex expanded quickly over the last decade.

Dan Innes, Managing Director

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