H&M has launched its first department store pop-up at Selfridges London to introduce a new premium childrenswear line.
- The pop-up shop features the ‘H&M Adorables’ collection, designed with a timeless aesthetic and high-quality materials.
- The range includes luxurious garments like cashmere, organic cotton blouses, and premium wool knitwear.
- Open Studio Stockholm has crafted the pop-up and window display, aiming to create an immersive shopping experience.
- Available also in Birmingham, Manchester, and online, this marks H&M’s latest venture into premium retail spaces.
H&M has opened a dedicated pop-up space at Selfridges in London to unveil their new premium childrenswear line, marking a significant expansion into luxury department stores. This initiative, launched internationally this month, offers a range named ‘H&M Adorables’, which promises a blend of timeless aesthetics coupled with high-quality materials. The assortment features garments crafted from cashmere, organic cotton, and fine wool, reflecting H&M’s commitment to longevity and premium quality.
The pop-up has been artistically curated by Open Studio Stockholm, integrating wooden fixtures to enhance the presentation of the children’s collection. The Oxford Street window display similarly embraces this artistry, creating an inviting and immersive experience for both parents and children. Sofia Löfstedt, the head of design and creative at H&M Kids, expressed her excitement, stating, “This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail.”
In addition to the London location, the ‘H&M Adorables’ line is accessible at Selfridges in Birmingham and Manchester, as well as online and in select H&M stores. This strategic move not only highlights the brand’s focus on offering premium products but also demonstrates their innovative approach to retail by reaching customers through both traditional and digital platforms.
H&M’s expansion into premium retail spaces with Selfridges showcases its commitment to quality and innovation in childrenswear.
