The global fast-fashion giant H&M will open its first two beauty “flagships” in Oslo, Norway. Approximately 3,230ft² each, the two H&M Beauty shops are located within existing H&M locations, and will have direct access from the street. The merchandise mix will include a wide selection of H&M’s private-label beauty products along with more than 80 Scandinavian and other external brands. The two new shops are the start of H&M Beauty’s journey with the goal of creating both a physical and digital beauty universe where the customer can be inspired and buy their entire look, the company said.
“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 Catherine Wigzell, General Manager, 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.”
