In recent years, H&M has started to focus on more than just fashion by turning to homes with the launch of its home textile concept in 2009.
H&M Home began opening stand-alone concept stores in 2018 and the design-driven interior brand has finally come to Bangkok, with a new store in CentralWorld, which opened yesterday.
"Our concept stores are inspired by contemporary cosmopolitan homes and hotels, and we want them to be a place that feels like a home -- a place that makes you feel like you never want to leave," said Ida Lindahl, general manager at H&M Home. "It activates the senses -- touch, feel and even smell, and will offer a high level of inspiration and services that include personal services such as styling advice and product customisations and also technical support like nationwide home delivery."
The 665m² concept store neighbours the revamped H&M flagship store dedicated to fashion collections.
H&M Home's assortment includes something for every room, ranging from high-quality bed linen and smart storage to timeless dinnerware and a popular range of furniture and lighting, not to mention a curated selection of external brands.
"We look at trends from around the world and consider diversity when creating our assortment," said Lindahl. "We believe in a diversified product range that enables customers to create a personal and modern home."
H&M Home general manager Ida Lindahl. (Photos courtesy of H&M)
With various nationalities, backgrounds and skills, around 30 designers work on the different products for all rooms in the home.
"We get inspiration from many different fields. Fashion is in our heritage so that is always an important source but also art, architecture, food and different cultures," she said. "Another red thread of our work is to always listen to our customers. We look at previous collections and analyse what customers tell us -- what they like, what colours attract them the most, what didn't turn out as expected etc -- before we move ahead with a new collection and start developing trends, colours, and materials."
Lindahl has observed a trend of extending one's home into outdoor spaces, so there's a big potential for the in-house flower and plant shop as well as a wide range of pots, vases and outdoor furniture.
Indoors, the kitchen is an even more active room.
"Though home delivery has boomed, we are seeing considerable growth of home-cooking as well, the rise of home-chefs, and the development of small gatherings at home around a home-made meal," she said. "We are quite excited to introduce our cookware and dinnerware to Thai customers and help them drive more creativity in kitchens."
Just like how H&M is committed to sustainable fashion, H&M Home is eco-conscious while developing products such as the rattan lounge chair made with FSC certified wood. Other sustainable materials used by the brand include recycled metal, wood, glass and cotton, and 90% of textiles are sustainably sourced.
"Sustainability is important for us and the entire H&M Group and we are following the same plan as H&M -- we want to make sure that fashion and interior can be enjoyed today and for generations to come," said Lindahl. "We take responsibility for our products which are being produced in an environmentally, socially, and economically sustainable way -- always with high quality and durability in mind."
Located on CentralWorld's 1st floor, the H&M Home Concept Store aims to deliver an elevated customer experience, not only through a welcoming ambience but also from staff, who will be able to share tips and creative interior insights.
"We've made it easy to bring joy into your home when the season changes or simply whenever you feel like it," she said.