H&M opened the first hyper-local flagship Mitte Garten on October 25th in Berlins creative Mitte district, offering curated womenswear, selected external brands, vintage pieces and a showroom for customers.
The store will offer curated fashion from H&M’s assortment as well as selected external brands, most of them Berlin based. The selected assortment is paired with a digital tool offering H&M’s full range where customers can browse and build their looks on their own or aided by a stylist.
It’s a test for us as a global retailer to elaborate around how we can be more personal and locally relevant. – Anna Bergare Business Developer at the Laboratory H&M Group
H&M Mitte Garten will regularly offer events such as lectures, fashion talks and yoga for its customers. In the public showroom upcoming trends and looks are presented. Here consumers can try on and lend pieces to make sure that their future purchases are consciously made.
This is a unique location and it has served as a meeting place for Berliners for over a hundred years, a tradition we want to honour. We aim to offer a neighbourhood store serving as a platform for local and global talents within retail, culture and art. – Thorsten Mindermann country manager H&M Germany
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