H&M is getting ready to take customers to the next level of fashion this month – opening a new global flag-ship store in the First Avenue – The Avenues, Kuwait.

The new flagship store will be the largest in the world, spanning more than 7,000 sqm – surprising customers with new store features, such as the ‘Click & Collect’ lounge. This will offer a personal and seamless omni-channel shopping experience, letting customers move easily between H&M’s channels and touchpoints, making fashion more accessible than ever. Customers will be able to shop at hm.com from inside the store, either placing orders directly with the assistance of staff members, or themselves using H&M iPads in the Click & Collect lounge. Fashion will truly be available at their fingertips. 

 H&M to open flagship store in the avenues - kuwait

Customers will see a total refresh in the Beauty Department, where they will be able to experiment with a variety of products, guided by H&M Beauty specialists. The area will feature Hollywood-style vanity mirrors and make-up artist chairs, allowing customers to try everything from lipsticks, to eyeliners, foundations, powders and more. Excitingly, H&M will also launch a new Fragrance collection – which will be available in a variety of a feminine scents. 

Distinctively, the H&M Home department will be set out in a way never imagined before – beautifully designed collections will come to life in aspirational room-set displays, allowing customers to shop fashion for their home with greater inspiration. A special monogramming service will allow home fashions to become personalized – with customers able to add embroidery to everything from cushions to bed linen, bathrobes and towels. 

 H&M to open flagship store in the avenues - kuwait

For kids, there is a permanent entertainment area awaiting them on the first floor, where they can have fun and play whilst the adults are shopping. There will be a free cinema, showing the latest cartoons and films, alongside comfortable seating for all. In addition, kids can play on the virtual reality car simulators – situated right next to the cinema. 

The store design itself will be a stand-out from the rest, from a striking marble façade and giant digital screens on the outside, to real foliage walls and a stunning feature staircase on the inside. In addition, if customers are looking for a moment to relax during their shopping, they can visit the chill-out lounge, set aside from the shop floor, which will feature comfy seating for them to enjoy a break in. The store will open its doors on the same day as the global launch of H&M’s Fall Fashion ladieswear collection - a delicate and confident range that blends tailoring with softness and autumnal hues. What’s more, customers will be able to have their clothes tailored in the fitting rooms, for the first time in H&M Middle East.