By  on May 29, 2009

NEW YORK — Hennes & Mauritz’s 10th store here, a 25,758-square-foot, two-level unit, bowed Thursday on the corner of 86th Street and Lexington Avenue in the stylish new Lucida building with all the Swedish retailer’s attendant fanfare. A red carpet was rolled out on the sidewalk and beefy security guards stood behind velvet ropes blocking the entrance until the noon opening. Just inside the store, a phalanx of H&M staffers stood at the ready to whoop it up when the first customers streamed in.

The store represents H&M’s latest prototype and is one of only four units to feature all four concepts: Women’s, men’s, teens and children’s fare is offered in a new way. “We’re trying to give a shop-in-shop feeling to the concepts,” said an H&M spokeswoman. “We want to make the concepts clearer to our customers. We also focused on wardrobe merchandising or showing complete outfits.”

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