H&M Returns to SoHo NYC With New Store Concept

Jamie Grill-Goodman
Editor in Chief
Jamie goodman
store front
Smart mirrors in fitting rooms identify customers' products, including the size and color, and provide personalized recommendations. Credit: H&M

H&M has opened a new concept store packed with retail technology and secondhand items. 

The new store includes smart mirrors, mobile checkout, and RFID, as well as a shop-in-shop featuring curated secondhand pieces — a first for the brand in North America.

Located at 591 Broadway in New York City's SoHo neighborhood, the nearly 10,000-square-foot store features an assortment of womenswear inside curated to mirror the neighborhood with fashionable and trend-driven products, as well as a diverse assortment.

The store experience includes improved service features, such as the option for mobile checkout from anywhere in the store.

Smart mirrors in fitting rooms identify customers' products, including the size and color, and provide personalized product or styling recommendations. The mirrors also allow for items to be requested and brought to fitting room cabins by a sales associate. 

Shoppers have the option to choose in-store pickup of online orders at one of H&M SoHo's lockers, making order retrieval easy for New Yorkers on the go.

The store also runs on RFID-enabled systems, which allow for stock accuracy and location, plus faster and more efficient replenishment from stockroom to the salesfloor.

Tapping into the secondhand movement, H&M SoHo's new "Pre-Loved" shop-in-shop will offer trendy secondhand garments, the first H&M store in North America to do so. From February 7th, New York based seller of designer vintage clothing and accessories James Veloria will also curate select pieces to add to the "Pre-Loved" offering. 

"After premiering our first U.S. secondhand platform "H&M Pre-Loved" online last year, we are thrilled to build on this offering by launching H&M SoHo with the first secondhand shop-in-shop in North America," says Linda Li, head of customer activation and marketing, H&M Americas. "Providing our customers the fashion they crave in a new store that is inspiring, and tech driven, is exactly where we want to be as a brand to achieve our goal of liberating fashion for the many."

The store was designed by the brand's in-house architecture team and takes inspiration from the aesthetic of the neighborhood's renowned art galleries.

"This new location marks our return to SoHo, a neighborhood which continues to be an epicenter of fashion and style," says Carlos Duarte, president of H&M Americas. "We've been testing new store concepts in NYC, such as our recent H&M Williamsburg store experience, with the aim of building the best, elevated shopping experience for our customers. We're excited to bring H&M SoHo to life through curated, trend driven products as well as a new secondhand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighborhood."

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