The homecoming: “House of H&M” unveils a new chapter on Shanghai’s Huaihai Road

In a significant return that feels both like a homecoming and a rebirth, H&M is set to officially reopen its flagship store at its original location on Shanghai’s Huaihai Road. On Sept. 9, 2025, this re-engagement with a landmark site, which originally housed the brand’s first mainland China store, is more than a simple relocation.

As H&M’s first brand experience center, the “House of H&M” redefines the boundaries of a traditional store with a 3,000-square-meter retail space. Beyond offering a full product lineup, the new location will feature a variety of unique elements, including an H&M&Café, an H&M Flower Shop, an H&M&SPACE for exhibitions, and an H&M Live-Streaming Studio. This immersive and surprising space is designed to provide consumers with a comprehensive and distinctive brand experience.

Madame LV, president of the Huaihai Road Economic Development Association, spoke highly of the grand opening of the “House of H&M.” She noted that H&M’s contribution helps align with local consumer behaviors and drives the economic upgrade of the commercial district, while simultaneously building an elegant and fashionable retail destination.

She also added, “Through collaborating with Chinese designers and launching new collections, H&M is driving a deeper co-creation between international brands and local talent. This positions Huaihai Road as a key nexus where global trends and local creativity converge. Moreover, H&M’s focus on sustainable fashion aligns with Huaihai Road’s goal of building a responsible and forward-thinking commercial image. Together, they are enhancing the district’s industry influence in innovation and sustainable development.”

It’s also worth noting that this location will serve as the new home for H&M’s Greater China retail headquarters, with its offices situated on the upper floors of the store. Standing inside the brand’s new “home,” FashionNetwork.com had another opportunity to speak with Mr. Saed El-Achkar, president of the group’s Greater China retail division, to gain more insights into this grand event.

FashionNetwork.com: As offline stores evolve into lifestyle spaces, functions imply value trade-offs. What debates led to “House of H&M’s” mix of HOME/Café/Flower Shop/Exhibitions/Live-Streaming Studio?

Saed El-Achkar: This key highlight is China’s first H&M HOME concept store, which fills a market gap and represents a new retail exploration for the brand in China. It’s a key part of redefining the H&M lifestyle ecosystem. The H&M&Café and H&M Flower Shop are designed to enhance the consumer experience. The H&M&SPACE exhibition area serves as a cultural hub for the brand. The in-store H&M Live-Streaming Studio will be operated via a newly launched “House of H&M” account on Douyin. The studio will also invite celebrities, KOLs, designers, and models to discuss trends during major brand events, making it a hub that connects fashion, entertainment, and commerce.

FN: Please introduce us to the unique H&M&SPACE and outline its future plans.

SEA: As H&M’s first publicly accessible exhibition space globally, the H&M&SPACE will not only showcase the brand’s classic designs and new collections but also serve as a hub for cross-industry collaborations with fashion partners. This space is designed to highlight H&M’s heritage and breakthroughs in its fashion journey.

For our grand opening, the H&M&SPACE will debut a curated collection of H&M Studio archival pieces from recent years. This selection features runway highlights and limited-edition designs, each piece sourced from the brand’s valuable archives. It offers a glimpse into H&M Studio’s signature trajectory of experimentation in tailoring, material innovation, and stylistic breakthroughs — all imbued with a sense of time-tested quality and design edge.

And more than just an exhibition space, the H&M&SPACE is a new platform for us to engage with fashion lovers. While exploring classic fashion archives, consumers will also discover H&M’s continuously evolving fashion vision and innovative expression.

FN: With “House of H&M” reopening on its original Huaihai Road site, if Shanghai were a “co-creator,” what has the district taught H&M about commerce and urban lifestyle over the years?

SEA: H&M entered the Chinese retail market nearly two decades ago, with its journey beginning in 2007 with the opening of its first store on Shanghai’s Huaihai Road. The energy and potential of Shanghai’s consumer market inspired us to build our Huaihai Road store into our most iconic flagship in China, showcasing the brand’s latest image with higher-quality products and an elevated experience.

Specifically, Shanghai offers H&M a unique consumer market. The city is renowned for its high purchasing power and strong preference for stylish, high-quality products that are also affordably priced. This aligns perfectly with H&M’s business philosophy, enabling us to provide Shanghai consumers with products that offer both great style and great value.

Additionally, Shanghai holds significant strategic importance for H&M’s brand image and market expansion. As a major fashion hub in Asia, Shanghai is fertile ground for new trends. These initiatives have helped H&M stay attuned to local fashion trends, enhancing its brand image as a forward-thinking and culturally relevant retailer.

FN: If you bring the “House of H&M” concept to other cities, which single “soul element” must remain?

SEA: “Making fashion accessible to everyone” is H&M’s core philosophy and the guiding principle behind the “House of H&M.” As China is a crucial strategic market for us, our goal is to create a world of high-quality, affordable fashion for Chinese consumers, empowering them to express themselves through style. We will continue to build on this goal in the future by focusing on product excellence, elevating brand power, and improving our customer experience.

Written by Sissi Chu