The facade of H&M SoHo location. Credit: H&M/PRNewswire.

Multinational clothing company H&M has launched a new retail concept in SoHo, New York City, US. 

Located at 591 Broadway, the 10,000ft² store offers a curated selection of womenswear, tailored to the SoHo aesthetic. 

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The store features a “pre-loved” shop-within-a-shop, offering a selection of fashionable second-hand garments for the first time in North America. 

From 7 February 2024, the dedicated space will be further enhanced by contributions from James Veloria, a New York-based seller of designer vintage clothing and accessories, who will curate additional unique pieces. 

H&M has designed the new store to reflect the artistic flair of the neighbourhood. Its interior is inspired by local art galleries. 

The H&M SoHo store also offers improved customer experience with new service features.  

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Shoppers can benefit from mobile checkout services throughout, and there are interactive smart mirrors in the fitting rooms.  

The mirrors can identify products and provide styling recommendations, as well as facilitate requests for different sizes or colours to be brought directly to the fitting rooms. 

For added convenience and time-saving, customers can opt for in-store pickup of online orders using the store’s locker system.

The store’s operations are supported by redio-frequency identification technology, ensuring stock accuracy and enabling more efficient replenishment. 

H&M Americas president Carlos Duarte stated: “This new location marks our return to SoHo, a neighbourhood which continues to be an epicentre of fashion and style.  

“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 second-hand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighbourhood.”