H&M unveils a new relaunch concept in France

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In a difficult economic situation with declining results, H&M decided to innovate by opening its 169th store in the Westfield shopping center in Parly 2. The group unveiled a new concept combining online and in-store shopping.

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– H&M opens its 169th store and unveils its brand new concept

Fashion giant H&M recently opened the doors to its 169th store at the Westfield shopping center in Parly 2, making a return to the busy shopping center in Yvelines after a seven-year absence. This new strategic location allows the budget clothing brand to target customers looking for bargains. And for this occasion, the fast-fashion brand decided to innovate. On an area of ​​more than 1700 m²the store represents a brand new “omnichannel” concept that combines online and in-store shoppinginforms BFMTV.

Among the new features we find a wall of lockers that allows you to collect online orders, which highlights the fact H&M now generates 30% of its sales online. Self-service checkouts have also been installed to provide a convenient and modern shopping experience. The concept is part of H&M’s new strategy to revive its image, rejuvenate the stores and reorient the offer with visual elements such as bright colors and minimalist displays. The model for this transformation was the completely renovated Nancy store, already praised by customers for its more elegant appearance and simplified offer.

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A group in trouble

The CEO of H&M in France announced his intention to convert around ten more stores under this new concept by the end of the year, with a long-term goal of modernizing around fifty stores. This initiative aims not only to attract new customers but also to retain existing customers by offering a more attractive and modern shopping experience.

It must be said that the group is struggling, both in France and internationally. At the end of January, the Swedish giant published disappointing annual results for 2023. So much so that its CEO Helena Helmersson announced that she was leaving her position after four years at the helm of the company. She was replaced by Daniel Ervér, who has been in the group for 18 years. In the fourth quarter of 2023, H&M’s operating margin fell to 7.2% (7.8% in the third quarter) and operating profit fell to 384 million euros (821 million a year earlier), while analysts expected 420 million. France ranks 4th in the market for H&M, generating a turnover of more than 1 billion euros thanks to its eight brands.

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