H&M Home opens first French standalone in Paris

By

Sandra Halliday

Published
Sep 10, 2021

H&M has opened the doors of its first standalone store for its growing H&M Home concept with a debut in Paris at 14, boulevard de Capucines.

The new interior and lifestyle destination is set across two floors covering 724 sq m. It’s located at the corner of rue Scribe and boulevard de Capucines in a “Haussmann styled building”, with a high ceiling, ground floor lounge, and an impressive staircase leading to the mezzanine first floor.

The store’s “decorative and feminine look embraces the Parisian atmosphere and offers a high level of inspiration”, we’re told. Other features include chandeliers with honey-yellow lighting, oak chevron flooring, and arched windows.

It carries the company’s own label offer and a curated selection of external brands, “in an atmosphere inspired by contemporary cosmopolitan homes and hotels”. There are also fresh seasonal flowers from its in-house florist, Bunchery.

H&M Home is a key part of the group’s growth strategy and it has proved hugely popular in the markets in which it’s already present.

In fact, the opening comes as a new UK study shows that the chain is “the most popular high street brand for interior design buys”, with the retailer boasting an impressive 983,700 boards dedicated to its homewares range on Pinterest. 

It easily beat Habitat into second place with Notonthehigh street third ahead of IKEA, Next, Homesense, Zara Home, Urban Outfitters Home, Wayfair, John Lewis, M&S and Matalan.

That’s according to the Designer Desire Report by Money.co.uk.