H&M Home Reopens Its Flagship Store in Stockholm
After months behind closed doors, H&M Home is back with a transformation. On 16 October, the flagship store in the heart of Stockholm unveils a new look after an extensive renovation, setting the stage for an elevated shopping experience. Spanning 383 square metres, this destination is the first globally to debut H&M Home’s new retail concept, a blueprint for the brand’s future. With this relaunch, H&M Home turns the page to an exciting new chapter.
The interior takes its cues from modernist architecture, featuring clean lines, warm materials, and dark wood accents. The store is arranged as a series of connected rooms, guiding visitors from open living and dining areas to more private spaces such as the bedroom and bathroom.
“H&M Home is constantly evolving, but the core remains the same. We want to preserve the warm and welcoming character the brand is known for, while refining and modernising our expression. At Drottninggatan, that comes to life through a new store concept where materials, scale, and carefully curated environments work together to create an experience that feels both contemporary and timeless,” says Evelina Kravaev-Söderberg, Head of Design & Creative, H&M Home.
The store displays H&M Home’s full range, from textiles like curtains, bedding, and towels to tableware, kitchen items and decorative accessories. The items are arranged in spacious room settings to help visitors imagine them at home. Furniture, larger lighting pieces, and children’s home products remain available exclusively online at hm.com/home.
The reopening introduces H&M Home’s new visual identity, with an updated logo and monogram system featured throughout the store, from signage and gift packaging to customer communications. New in-store services include monogram personalisation and a florist, offered in collaboration with Bunchery.
“Drottninggatan is a strategically important destination for H&M Home and a natural place for our Swedish flagship,” says Frida Dahlquist, General Manager, H&M Home. “The new store represents the future of H&M Home and a clearer expression of the brand. H&M Home is both aspirational and inspiring, and always close to the customer’s everyday life.”
