H&M Beauty to open flagship Swedish stores
H&M is to open two flagship stores in Sweden for its H&M Beauty brand this month.
The new stores will aim to provide an “elevated and inspiring” shopping experience and will offer H&M Beauty’s full range of products, including its complete makeup line and new fragrance collection. Items from over 80 global and Scandinavian beauty brands will also be available.
Situated in Stockholm, the dedicated beauty spaces will have their own entrances while still being connected to the H&M fashion store to allow for a seamless integration of fashion and beauty shopping.
The first flagship will open on 12 September in the Mall of Scandinavia while the second opening will follow later this autumn at Drottninggatan 56.
Cathrine Wigzell, general manager of H&M Beauty, said: “We’re thrilled to unveil our new beauty destination—an even stronger assortment with premium brands that perfectly complements our fashion offer and unleash self-expression for all.
“We aim to inspire every customer, whether in-store or online, to walk away with a complete look that seamlessly blends fashion and beauty. This is more than just an upgrade; it’s a whole new experience!”
