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H&M Opens Its First Hyper-Local Flagship Store in Berlin


"Itís a test for us as a global retailer to elaborate around how we can be more personal and locally relevant."

H&Mís first hyper-local flagship Mitte Garten opened its doors in Berlins creative Mitte district. With itís approximately 300 square meters, itís one of H&Mís smallest stores offering curated womenswear, selected external brands, vintage pieces and a showroom for customers.

The store will offer curated fashion from H&Mís assortment as well as selected external brands, most of them Berlin based. The selected assortment is paired with a digital tool offering H&Mís full range where customers can browse and build their looks on their own or aided by a stylist.

ďItís a test for us as a global retailer to elaborate around how we can be more personal and locally†relevant.Ē Anna Bergare Business Developer at the Laboratory H&M Group

H&M Mitte Garten will regularly offer events such as lectures, fashion talks and yoga for its customers. In the public showroom upcoming trends and looks are presented. Here consumers can try on and lend pieces to make sure that their future purchases are consciously made.

ďThis is a unique location and it has served as a meeting place for Berliners for over a hundred years, a tradition we want to honour.† We aim to offer a neighbourhood store serving as a platform for local and global talents within retail, culture and†art.Ē Thorsten Mindermann country manager H&M Germany

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