H&M Introduces Pre-Loved Fashion In New Götgatan Store
H&M has unveiled its most impressive store to date in Götgatan, Stockholm, offering a refined architectural design that complements the A/W 2024 collection, one of the brand’s strongest to date.
The store pays tribute to Södermalm’s vibrant culture, with specially curated collections reflecting the neighbourhood’s essence, celebrating individuality. It also introduces *H&M Pre-loved*, a unique selection of second-hand pieces from various brands, making it a must-visit for pre-loved fashion hunters.
“This season is about showcasing the best of H&M,” said Karen O’Rourke, Sales Manager, H&M Nordics. “Our new store in Götgatan exemplifies how customer preferences shape our store experiences, and it’s no coincidence that it’s the first H&M in Sweden to offer pre-loved pieces.”
The customer experience is enhanced with integrated smart technology, mobile checkout and spacious fitting rooms. Camilla Henriksson, Global Head of Brand Experience, stated, “We collaborated with external creators to develop an interior inspired by contemporary design and art.”
Along with this store opening, H&M is celebrating the season with immersive in-store installations, a pop-up concept in Birger Jarlspassagen and multiple new stores.
