H&M Plans to Open Beauty Flagship Stores in Oslo — Retail Bum

Swedish retailer H&M is eyeing growth in the beauty sector with plans to open flagship stores in Oslo, Norway.

The company will open its first flagship store on May 4, and another one will open on May 25. Both locations will open within H&M stores but will have their own entrance.

Customers will be able to shop for H&M’s Beauty label products in addition to those from 80 other brands, including WISHFUL, KAYALI, Smashbox, Anastasia Beverly Hills, KVD, Origins and Emma S. Customers will also be able to buy several Scandinavian brands and exclusive product ranges from brands such as Huda Beauty.

In addition, customers will have access to in-store advisers in a setting with a cocktail bar and spa-like aesthetic.

“We are very happy that we can now offer our customers a well-curated beauty assortment that goes hand-in-hand with the fashion we offer,” said Cathrine Wigzell, general manager of H&M Beauty. “Our goal is to inspire every customer who enters an H&M store, or who shops online at hm.com, to leave with a complete look across fashion and beauty.”

H&M’s decision to open the store locations stores is its latest effort to grow its business in the beauty sector — something the company has been focusing on for the past few years.

Originally published at https://retailbum.com on April 6, 2023.