H&M Home Stands Alone in Westfield London

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H&M has opened a standalone H&M Home store in the Westfield London shopping centre. Located in the mall’s new extension, this is a long, deep store housing everything from lighting to scatter cushions and an almost standalone florist of the kind that you might more usually expect in an expensive central London department store.


Quite aside from this being a trial, along with four others across Europe, the point about what H&M has done is to create a store that says ‘Home’ first and ‘H&M’ quite a distant second. And its site in the shopping centre puts it directly into competition with the likes of West Elm, Heals and Habitat, among a number of others.

It should do well, thanks to the fact that it may look as if you will have to dig deep, but almost everything in this store could be termed inexpensive and on Saturday, its third day of trading, the store was attracting a large number of browsers, most of whom were buying.