H&M has opened a pop-up in Selfridges for its new premium kidswear line, offering quality and style.
- The range, named H&M Adorables, features high-quality materials such as cashmere and organic cotton.
- This initiative marks H&M’s first venture into department stores for its childrenswear collection.
- The pop-up was designed by Open Studio Stockholm, providing an immersive shopping experience.
- H&M Adorables is available not only in London but also in Birmingham, Manchester, and online.
H&M has unveiled a dedicated pop-up space within Selfridges to showcase its new premium childrenswear line, H&M Adorables. This marks the brand’s initial entry into department stores with their childrens’ range, highlighting their focus on quality and timeless design.
H&M Adorables, launched globally this month, is comprised of garments crafted from high-quality materials such as cashmere, organic cotton blouses, and premium wool knitwear. According to H&M, the line is rooted in a timeless aesthetic, designed for durability and longevity.
The pop-up has been designed by Open Studio Stockholm and features an Oxford Street window display using wooden fixtures. This design aims to create an immersive and engaging shopping environment for both parents and children.
Sofia Löfstedt, H&M Kids’ head of design and creative, expressed enthusiasm for the launch, stating, ‘This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail.’
The H&M Adorables collection is accessible to customers not only at the Selfridges locations in London, Birmingham, and Manchester but also online through H&M’s official website and in select stores.
H&M’s innovative retail strategy with the Selfridges pop-up aims to enhance customer experience by blending quality with immersive design.
