In recent years, H&M has started to focus on more than just fashion by turning to homes with the launch of its home textile concept in 2009.
H&M Home began opening stand-alone concept stores in 2018 and the design-driven interior brand has finally come to Bangkok, with a new store in CentralWorld.
The new interior and lifestyle destination is spread over 66sqm offers an extensive range of products for the home.
“Our concept stores are inspired by contemporary cosmopolitan homes and hotels, and we want them to be a place that feels like a home — a place that makes you feel like you never want to leave,” said Ida Lindahl, general manager at H&M Home. “It activates the senses — touch, feel and even smell, and will offer a high level of inspiration and services that include personal services such as styling advice and product customisations and also technical support like nationwide home delivery.” said H&M Home general manager Ida Lindah.
H&M Home’s assortment includes something for every room, ranging from high-quality bed linen and smart storage to timeless dinnerware and a popular range of furniture and lighting, not to mention a curated selection of external brands.
“We get inspiration from many different fields. Fashion is in our heritage so that is always an important source but also art, architecture, food and different cultures,” she said. “Another red thread of our work is to always listen to our customers. We look at previous collections and analyse what customers tell us — what they like, what colours attract them the most, what didn’t turn out as expected etc — before we move ahead with a new collection and start developing trends, colours, and materials.” added Lindah.
In addition, the store will feature an in-house florist, which offers seasonal flowers in small bunches of stems, allowing you to mix your own bouquet to match your personal style.
Other services include home delivery, expert guidance and a monogram service, where customers can get their favourite pieces personalised.
Just like how H&M is committed to sustainable fashion, H&M Home is eco-conscious while developing products such as the rattan lounge chair made with FSC certified wood. Other sustainable materials used by the brand include recycled metal, wood, glass and cotton, and 90% of textiles are sustainably sourced.
Located on CentralWorld’s 1st floor, the H&M Home Concept Store aims to deliver an elevated customer experience, not only through a welcoming ambience but also from staff, who will be able to share tips and creative interior insights.