H&M has introduced a new premium childrenswear collection at Selfridges Oxford Street, London.
- The pop-up marks H&M’s first significant venture into department store retailing.
- Known as H&M Adorables, the line features high-quality, timeless garments for children.
- The space, designed by Open Studio Stockholm, aims to deliver an immersive shopping experience.
- The collection is also accessible at Selfridges Birmingham, Manchester, and online.
Swedish retailer H&M has launched a new premium childrenswear collection named H&M Adorables at Selfridges on Oxford Street, London. This initiative represents H&M’s initial expansion into department store retail spaces, aiming to provide an elevated shopping experience for its customers.
The newly introduced line focuses on high-quality materials and a timeless aesthetic, designed to ensure the garments have lasting wearability. Fabrics utilised include cashmere, organic cotton, and premium wool, crafted with an attention to detail that elevates the collection above typical high street offerings.
Sofia Löfstedt, the head of design and creative at H&M Kids, emphasises the brand’s commitment to quality, stating, “This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail.” Her remarks highlight the brand’s aspiration to distinguish its childrenswear as both durable and stylish.
To enhance the presentation and consumer engagement, the pop-up and window display at Selfridges have been designed by Open Studio Stockholm. The use of wooden fixtures aims to create a warm and inviting environment, offering an immersive shopping experience for both parents and children.
Beyond London, the H&M Adorables range is available in Selfridges stores in Birmingham and Manchester, as well as online at H&M’s website and in select stores, allowing wider access to these premium children’s garments.
H&M’s department store venture with the new Adorables collection signifies an innovative step in offering premium childrenswear.
