Image: The Crown Estate
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The Crown Estate welcomed H&M Home to Regent Street

The Crown Estate’s Regent Street welcomed H&M Home with the opening of its Concept Store, creating a new interior and lifestyle retail destination for London‘s West End.

This is the sixth brand from the H&M Group to make a home on Regent Street, with H&M, COS, Weekday, & Other Stories and Arket already an established part of the street.

At 208 Regent Street, the 700 sq m H&M Home Concept Store will offer the brand’s full product range, including furniture, as well as a curated selection of pieces from selected other brands, and an ever-changing event area. Shoppers on Regent Street can also personalise their favorite homeware pieces through the in store monogramming service. H&M HOME on Regent Street will also feature a „Bunches“ florist, which offers flowers in small bunches of stems to mix and match their own bouquet to suit their own interior style, and an in store café, „It’s Pleat“, which offers customers a balance of ‘healthy-ish’ options and little treats in a stylishly tranquil setting.

The opening of H&M Home comes 43 years after Regent Street welcomed the first H&M Group store outside its native Scandinavia, the H&M which still operates on the corner of Regent Street and Oxford Circus today.

Katerina Mercury, Senior Asset Manager at The Crown Estate said: “We are delighted to have worked with our long-term customer H&M Group to bring their latest brand to Regent Street. H&M Home is the ideal addition to street and its experience-led approach fits perfectly with our vision for the Regent Street offering, where we aim to give everyone from loyal visitors to first-time shoppers a range of unique experiences that they cannot find anywhere else.“

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