You might have noticed that the massive H&M store on Newbury Street has been undergoing changes over the past year; the store’s been under construction and experimenting with new layouts for some time now. Most recently, black curtains separated unfinished areas of the store, and a soft launch of H&M Home, a section for home goods, has appeared alongside a kids’ section.
Now, on Thursday, H&M is debuting the recently renovated and completed store. Covering 38,000 square feet, the Newbury Street location will house six special collections in addition to their women and menswear lines: H&M lingerie, maternity, sportswear, HM+ (the brand’s plus size line), Kids and H&M Home. The home goods line is especially exciting, as the affordable home collection can currently only be found in four US stores, Newbury Street being one of them. H&M Home and the other special collections will be set up in a ‘store within a store’ layout, which will coincide with the location’s other renovated updates, including new finishes, fixtures and graphics.
Recently, H&M has teamed up with the not-for-profit organization K.I.D.S./Fashion Delivers, which delivers new clothing, accessories and other items to those in need, and unites retailers, merchandisers and individuals with underserved communities. So far, H&M has donated over 50,000 items to poverty or tragic stricken areas, and the brand plans to deliver part of that product to Boston-area organizations.
In addition to the K.I.D.S./Fashion Delivers partnership, H&M is also the first fashion company to roll out a global garment recycling program in order to eliminate waste and save natural resources while cutting down on their carbon footprint. In order to support this program, H&M is asking Boston customers to bring bags of unwanted clothing to be recycled to the Newbury Street store; shoppers will receive 15 percent off one item with every bag donated.
To kick off the recycling program, H&M invites Bostonians to the grand opening on Thursday, August 7, to donate bags of clothing. Those who do so before noon will be entered to win $50 or $100 gift cards in addition to the 15 percent off vouchers. On top of that, the first 200 customers in line at the newly relaunched store will receive an H&M T-shirt and an “Access to Fashion” pass, valued between $10 and $300.
Finally, H&M is holding a “dorm room makeover contest” in the spirit of back-to-school. All customers with valid student IDs who shop at the Back Bay store on opening weekend – August 7 to 10 – will be entered to win a dorm room makeover, with items from the H&M home collection valued at up to $500. The winner will be selected on Sunday, August 10.
Ready for all the H&M excitement? The store will begin celebrating its grand reopening at 100 Newbury Street tomorrow, August 7 at 10 a.m. Don’t miss out on all the freebies and discounts! To get a preview of H&M’s fall and holiday home collection, click here.
