Fashion
The homecoming: “House of H&M” unveils a new chapter on Shanghai’s Huaihai Road
Published
September 10, 2025
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
Copyright © 2025 FashionNetwork.com All rights reserved.
Fashion
US’ Kontoor Brands appoints Erinn Murphy to lead finance role
“We are thrilled to welcome Erinn Murphy to Kontoor Brands,” said executive vice president, chief financial officer & global head of operations, Joe Alkire. “Having led investor relations and corporate strategy from within a high-growth consumer brand and nearly twenty years of experience covering global lifestyle brands as a respected senior equity analyst, she understands what drives long-term value creation from every angle. Her perspective will expand the operational and strategic depth of the Helly Hansen leadership team as we focus on accelerating growth and expanding the brand’s global reach, while also strengthening how Kontoor engages with the investment community.”
Kontoor Brands has named Erinn Murphy VP, global head of finance & operations for Helly Hansen and Corporate Investor Relations, starting May in Oslo.
She joins from Crocs, Inc., bringing nearly two decades of experience across investor relations, strategy and equity research.
Michael Karapetian will expand his role and return in Q3 2026 to support transition and investor engagement.
Murphy joins Kontoor from Crocs, Inc., a global leader in innovative casual footwear, where she served as Senior Vice President, Investor Relations and Corporate Strategy. Prior to that, she served as Managing Director of Consumer Equity Capital Markets for leading investment bank, Piper Sandler. She was recently appointed as a member of the board of directors for Revolve Group, Inc. (NYSE: RVLV).
Murphy’s appointment coincides with an expanded role for Michael Karapetian, who will serve as Vice President, Global Brand & Operations Finance and Corporate Investor Relations, with responsibility for all aspects of global brand and supply chain finance and corporate investor relations. Karapetian will return from his international assignment at Helly Hansen in the third quarter of 2026 to allow for a transition period.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
Fashion
France’s Kering begins 2026 on stable footing, eyes Gucci revival
The group reported first-quarter (Q1) 2026 revenue of €3,568 million (~$4,210.24 million), down 6 per cent year-over-year (YoY) on a reported basis but stable on a comparable basis, signalling early signs of recovery despite geopolitical pressures.
Kering’s Q1 2026 revenue reached €3,568 million (~$4,210.24 million), down 6 per cent YoY but stable comparably, signalling early recovery.
Retail fell 2 per cent, while wholesale rose 6 per cent.
Fashion & Leather Goods sales went down 9 per cent.
Gucci declined 14 per cent to €1,347 million (~$1,589.46 million).
Middle East retail dropped 11 per cent, contributing 5 per cent of sales.
“In the first quarter of 2026, group revenue stabilised, marking an important first step in our recovery and a further sequential improvement. This performance reflects the first tangible effects of our actions, despite a challenging geopolitical environment,” said Luca de Meo, CEO of Kering.
Retail sales, including e-commerce, declined 2 per cent on a comparable basis, reflecting uneven regional demand. Wholesale revenue rose 6 per cent, Kering said in a press release.
Kering’s Fashion & Leather Goods posted a revenue of €2,852 million, down 9 per cent reported and 3 per cent comparable. Direct retail sales fell 4 per cent. Growth was driven by Saint Laurent, Bottega Veneta, Balenciaga and Brioni, particularly in North America.
Saint Laurent saw strong traction in shoes and ready-to-wear, while Bottega Veneta performed well in Asia-Pacific. Balenciaga continued to benefit from leather goods demand, and Brioni maintained positive momentum. Wholesale revenue for the segment increased 2 per cent.
Gucci posted €1,347 million (~$1,589.46 million) in revenue, down 14 per cent reported and 8 per cent comparable. Retail sales declined 9 per cent. North America grew 8 per cent, but this was offset by declines in Asia-Pacific and Western Europe.
“Gucci remains our top priority. A comprehensive turnaround is underway, with decisive actions across client, distribution and, above all, the offer,” added de Meo. “We have reset the product architecture and strengthened category focus, with new collections rolling out progressively in stores throughout the year.”
Regionally, the Middle East remains a key area of focus, contributing around 5 per cent of retail revenue. The Group operates 79 stores and employs approximately 1,100 people in the region. Retail revenue there declined 11 per cent in Q1 following earlier growth, amid geopolitical tensions. However, all stores are currently operational.
Kering continued to strengthen its operational structure and growth platforms during the quarter.
“The first quarter of 2026 marked continued progress, as we executed with pace and focus. We have launched a Group platform designed to support the growth of our Houses and enhance efficiency,” said de Meo.
Kering remains focused on restoring growth and improving margins in 2026 through disciplined execution and strategic repositioning.
Fibre2Fashion News Desk (SG)
Fashion
ICE cotton rallies to 22 month-high on weaker dollar, drought worries
The May 2026 contract settled at 75.11 cents per pound, up 0.77 cent or 1 per cent. The most traded contract of July 2026 rallied 0.90 cent or 1.20 per cent to settle at 77.42 cents per pound. It had touched an intraday high of 77.75 cents, marking its highest level since July 2024. Other contracts also rose to reach a high level.
ICE cotton surged to a 22-month high, led by a weaker US dollar, firm crude oil and drought concerns in key US regions.
The July 2026 contract hit its highest since July 2024.
Strong trading volumes and rising synthetic fibre costs supported demand, while weather risks and macro factors kept market sentiment firmly bullish.
Deliverable stocks remained unchanged, signalling tight supply conditions.
Total trading volume was recorded at 98,489 contracts, reflecting strong participation and sustained buying interest.
Crude oil prices remained firm as supply disruption concerns persisted due to ongoing geopolitical tensions involving Iran. Markets reacted to mixed signals after statements indicating a possible end to the US-Iran conflict, but uncertainty kept oil prices supported. The conflict has effectively disrupted flows through the Strait of Hormuz, which handles nearly 20 per cent of global oil and gas shipments along with key commodities like fertilisers. Elevated crude oil prices are increasing polyester fibre production costs, thereby supporting cotton demand as a substitute fibre.
The US dollar index edged lower and traded in a narrow range as investors assessed the likelihood of renewed US-Iran negotiations. A weaker dollar made US cotton more competitive in global markets, providing additional support to export demand.
According to market analysts, high crude oil prices and rising synthetic fibre costs are key drivers supporting the cotton market, along with the impact of a weaker dollar.
The ongoing drought conditions in the United States also continued to pose risks to crop development unless weather conditions improve. Weather conditions in major US cotton-producing regions remain dry, reinforcing concerns over crop health, yield potential, and overall supply outlook.
ICE data showed that deliverable No. 2 cotton futures stocks remained unchanged at 159,512 bales as of April 14.
Broader financial markets showed strength, with the S&P 500 and Nasdaq closing at record highs driven by strong corporate earnings and optimism around geopolitical developments. CBOT wheat futures rose for the third consecutive session and have gained nearly 4 per cent so far this week due to drought conditions in the US Plains impacting crop prospects.
Cotton futures remain in a strong bullish phase with prices at multi-month highs, supported by macroeconomic factors such as a weaker dollar and firm crude oil, along with fundamental support from adverse US weather conditions. Market sentiment continues to favour further upside in the near term.
This morning (Indian Standard Time), ICE cotton for May 2026 was trading at 75.98 cents per pound (up 0.87 cent), cash cotton at 73.11 cents (up 0.77 cent), the July 2026 contract at 78.32 cents (up 0.90 cent), the October 2026 contract at 78.94 cents (up 1.37 cent), the December 2026 contract at 79.10 cents (up 0.75 cent) and the March 2027 contract at 79.85 cents (up 0.66 cent). A few contracts remained at their previous closing levels, with no trading recorded so far today.
Fibre2Fashion News Desk (KUL)
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