Fashion giant H&M has become the latest retailer to confirm a new location inside Edinburgh’s opulent St James Quarter development.
The Swedish brand has announced its new store - located a stone’s throw from their giant Princes Street flagship - will open with the new shopping centre on June 24.
The massive outlet, which will cover more than 2,000 sq ft inside the replacement for the St James' Centre, promises a “different interior, look and feel” to the retailer’s other stores, with customers set to experience a “modern, more welcoming and relaxed” environment.
The £1 billion project will feature a hotel, cinema, food court and a number of high-end retailers when it opens later this month - a full five years after the previous brutalist mall was levelled.
H&M joins other high street brands including JD Sports, Next and Zara in opening inside the shopping centre.
Toni Galli, country manager for H&M UK and Ireland, said: “We are extremely excited to be opening a brand new store at St James’ Quarter this summer.
“Our aim is always to provide customers with the best shopping experience possible and we are confident that our new store will offer exactly this.”
Construction on the new St James Quarter officially got underway in October 2018 and was due to be finished last summer, but was subject to a delay due to the coronavirus pandemic.
The adjoining W hotel, mocked by some as the 'golden jobby', was also pushed back with the striking swirling copper design now not opening until early next year.
Martin Perry, director of development for the St James Quarter, added: "We're very much looking forward to opening the first phase of St James Quarter this month.
"We've put together a very exciting mix of brands here that we believe will offer the best possible guest experience and H&M forms an essential part of our offering, so we are very much looking forward to seeing their store opening."
