H&M HOME has opened its Concept Store at 208 Regent Street, creating a new interior and lifestyle retail destination for the West End.

This is the sixth brand from the H&M Group to make a home on Regent Street, with H&M, COS, Weekday, & Other Stories and ARKET already an established part of the street.

The new 700 sq m (7,500 sq ft) H&M HOME Concept Store will offer the brand’s full product range, including furniture, as well as a curated selection of pieces from selected other brands, and an ever-changing event area. Shoppers on Regent Street can also personalise their favorite homeware pieces through the in store monogramming service.

H&M HOME on Regent Street will feature a Bunches florist, which offers flowers in small bunches of stems to mix and match their own bouquet to suit their own interior style, and an in store café, It’s Pleat, which offers customers a balance of ‘healthy-ish’ options and little treats in a stylishly tranquil setting.

It is now 43 years after Regent Street welcomed the first H&M Group store outside its native Scandinavia, the H&M which still operates on the corner of Regent Street and Oxford Circus today.

Anders Sjöblom, Managing Director of H&M HOME commented: “We are so excited to be taking our place on Regent Street. Our new Concept Store is a new approach to the interior industry offering a new level of inspiration, customer services and collaborations. This store is a perfect physical complement to our digital presence through social media and e-commerce.”

Katerina Mercury, Senior Asset Manager at The Crown Estate added: “We are delighted to have worked with our long-term customer H&M Group to bring their latest brand, H&M HOME, to Regent Street. H&M HOME is the ideal addition to street and its experience-led approach fits perfectly with our vision for the Regent Street offering, where we aim to give everyone from loyal visitors to first-time shoppers a range of unique experiences that they cannot find anywhere else.”