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H&M Unveils the House of H&M in Shanghai as the Iconic Fashion Landmark

Global fashion brand H&M officially opened its newly upgraded flagship store—House of H&M—on Shanghai’s iconic Huaihai Road today. Located in the historic and commercial heart of the city, the standalone building spans over 3,000 square meters of refreshed retail space. As H&M’s first brand experience center in China, it offers a fully immersive fashion journey designed to surprise and inspire customers, marking a significant milestone in H&M’s strategic upgrade in China market.

 

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House of H&M located at Shanghai Huaihai Road

 

 

A New Headquarters Anchored in Fashion

In addition to the retail space, the building now houses the H&M Greater China Head Office on its upper floors, bringing the brand closer to its customers and the market pulse. A striking glass elevator connects the store and office, offering visitors panoramic views of Huaihai Road’s iconic streetscape and symbolizing H&M’s transparent and dynamic approach to fashion and business.

“China is a very important market for H&M,” said Saed El-Achkar, Regional Manager of Region Greater China and Region East Asia. “In 2007, we entered China through Huaihai Road in Shanghai. In 2025, we return to this very location to relaunch our flagship store as the ‘House of H&M’—a hub that connects fashion, entertainment, and commerce. This reflects our long-term commitment to China market and our purpose to liberate fashion for the many.”

 

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A Multi-Dimensional Space for Fashion and Lifestyle

House of H&M transcends the boundaries of traditional retail to create a holistic and unique brand experience. The store features a full product assortment and a variety of immersive lifestyle spaces:

 

  • H&M HOME: The first dedicated physical space in China for H&M HOME, showcasing interior objects across living room, bathroom, kitchen, and kids’ room concepts. It offers a dynamic and inspiring shopping experience in a contemporary setting, reflecting the latest interior trends.
  • H&M&Café: A one-of-a-kind shop-in-shop coffee space that enhances H&M’s lifestyle appeal. Featuring a curated menu with selected coffee beans, branded packaging, and limited-edition merchandise inspired by H&M’s signature motifs, it creates a relaxing and stylish atmosphere for customers.
  • H&M Flower Shop: Serving as the aesthetic gateway to H&M HOME, the flower shop blends natural beauty with fashion. It offers a rich variety of to-go bouquets, adding a fragrant and visually stunning touch to the shopping experience.
  • H&M&SPACE: A curated exhibition area chronicling nearly 20 years of H&M’s fashion journey in China with selected H&M Studio archives presenting creativity, innovation, and sustainability. Themed exhibitions throughout the year will feature both international and local fashion artists, building cultural resonance and storytelling.
  • H&M Livestreaming Studio: An exclusive in-store space designed with transparent glass walls, enabling customers to witness live broadcasts in action. Operating under the newly created “HOUSE OF H&M” account on Douyin, the studio bridges online and offline shopping experiences. It hosts weekly livestreams showcasing the latest collections and invites celebrities, designers, and influencers to engage with audiences in real time, transforming the studio into a vibrant brand broadcast hub.

 

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VIP Night: A Stylish Prelude

On the evening of September 8, H&M hosted an exclusive VIP night party, welcoming fashion media, H&M members, and trendsetters to preview the new flagship. Celebrities Neo Hou and Xu Ruohan made surprise appearances, showcasing seasonal looks and sharing their personal style inspirations. Musicians Benzo and Veegee energized the night with live performances, while interactive installations blended fashion, music, and entertainment for a truly immersive experience.

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Celebrity Neo Hou and Xu Ruohan

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 Musicians Benzo and Veegee

 

 

Grand Opening Offers: Celebrating with Consumers

To celebrate the grand opening, H&M is offering exclusive promotions from September 9 to 15:

  • Spend ¥299 and save ¥40
  • Spend ¥399 and save ¥70
  • Spend ¥499 and save ¥100
  • The first 100 customers on opening day will receive a special voucher

Additional gifts include:

  • A red-themed phone strap for following H&M’s official WeChat and RED accounts
  • A custom canvas tote bag for posting about the store opening with designated hashtags

H&M members will enjoy double rewards, including early access to new arrivals at member-exclusive prices, interactive games, and a chance to win mystery gifts with qualifying purchases. The “One-Day Store Manager” campaign will also feature popular influencers styling seasonal looks and engaging with customers on-site.

 

From its debut in China in 2007 to the 2025 launch of the House of H&M, the brand has consistently viewed Shanghai as a vital bridge between global fashion and local creativity. This dynamic new flagship serves as a new platform for meaningful engagement with consumers in China. Looking ahead, H&M will continue to uphold its purpose of Liberate Fashion for the Many—offering Fashion and quality at the best price in a sustainable way.