Swedish high street chain H&M has opened a new concept store in Birmingham city centre today.
The company has launched its first H&M Home outside of London at Bullring alongside a revamped fashion outlet to join its other store in nearby New Street.
H&M previously occupied a 27,230 sq ft unit which spanned all three floors of the Bullring but it has now converted the top floor element into the new Home store and renovated the other parts.
It is the company's third Home which stocks interior design products and decorations alongside a florist.
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The fashion shop occupies the middle and lower floors of the Bullring unit, with H&M saying its fashion lines would be presented in a different way to its other shops by having fewer products on the floor and minimalist point of sale materials.
Toni Galli, country manager for H&M UK and Ireland, said: "It was tremendously exciting to reopen the doors to our Bullring store.
"It's been great to watch our first customers exploring the new store and enjoying the celebrations we have arranged."
Iain Mitchell, UK commercial director at Hammerson which co-owns and manages Bullring, added: "The fact that H&M has decided to open its first Home concept store outside London at Bullring is testament to the strength and popularity of the destination and the work we've done to make the Bullring estate as attractive and engaging for consumers as possible.
"H&M's store in Bullring has been a huge draw for a number of years and the addition of H&M Home is sure to drive footfall still further."
