H&M reportedly testing new concept store

H&M’s newest location could help it better connect with local shoppers.

The fast-fashion retailer is piloting a store in its hometown of Stockholm, Sweden, that features merchandise and services that cater to local tastes, according to Reuters.

The new location is a far cry from H&M’s traditional stores. The new concept features a smaller range of selected clothes displayed on airy shelves and tables in color-coordinated sections. The location also offers shoppers espressos and invitation-only events, the report explained.

The layout and merchandise is based on the expectations of local customers, according to Reuters, a move that shifts from offering relatively standardized assortments across its stores. The change was prompted by two years of sluggish sales and the burden of $4.1 billion of unsold stock.

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