H&M Tests High-End Format With Stockholm Store

H&M wants to turn around years of stagnant sales using refreshed concepts, starting with an updated store in the retailer’s hometown of Stockholm, according to Reuters. The new location is aimed at affluent customers, with a focus on local tastes rather than the standardized range of clothing carried in most H&M stores.

The location offers a smaller selection of high-end clothes, more open shelves and color-coordinated selections. The store also enhances the shopper experience through the addition of espresso and invitation-only events for loyalty club members.

“We have to raise the entire quality level: to have fewer items…