H&M Concept Store

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The H&M store in the upmarket Karlaplan neighborhood of the Swedish capital offers a smaller range of selected clothes, displayed on airy shelves and tables in color-coordinated sections - as well as espressos and invitation-only events.

"It's an appealing store, visually, and also the range feels appealing to me. I'm more inclined to head here first rather than to the other stores," said Josefin Klegard, 38, sipping sparkling wine at an event for local loyalty club members with a pop-up beauty parlor and H&M designers talking about trends.

H&M planned the layout and ranges with affluent local customers in mind, marking a shift from offering relatively standardized ranges across its stores to catering more for local tastes and means.

“We have to raise the entire quality level: to have fewer items in, a nicer presentation of the goods," said chief executive Karl-Johan Persson, the grandson of H&M's founder, "That is a task, to be able to sell more with less, and to do that in a cost-efficient way."

Above excerpt from Reuters – Read the full story
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– photos by Anna Ringstrom –