"We are really excited to try out rentals for the first time and inspire our customers to look at fashion in a circular way. Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with, said Maria Östblom, head of womenswear design, H&M.
Customers at the store can choose to use self-service checkouts and get inspired by H&MxME images from their own fashion stories on several screens around the store. The store is all about treating customers to something extra. Among the new introductions in the store is the H&M Beauty Bar by Dashl, where customers can book in to get their hair, nails and make-up done already from 7.30 am on weekdays. The store also offers members of H&M’s customer loyalty programme the possibility to rent selected skirts and dresses from our Conscious Exclusive collections. To further inspire customers to reuse and recycle, the store will also offer repair services with an atelier where they can get fashion favourites mended or upgraded.
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