The locations, which cover over 3,230 square feet and are inside existing H&M stores, are part of the company’s effort to create a separate beauty brand.
The stores will have a “cocktail bar” and a “spa environment” made of durable materials where customers can interact with friends. The idea came from H&M’s in-house design and architecture team.
H&M Magnificence will offer a few delight brands selected for Norway, like Kayali and Starry-eyed, notwithstanding Huda Excellence, at its new areas in Oslo.
We are delighted to be now able to provide our customers with a well-curated beauty selection that complements our fashion offerings. Cathrine Wigzell, General Manager, H&M Beauty, states, “Our goal is to inspire every customer that enters an H&M store or who shops online to leave with a complete look across fashion and beauty.”
It is anticipated that each new beauty store will bring in between €2.5 million and €3.5 million, or $2.7 million and $3.8 million, annually.