When H&M opens its first store in Mexico on Nov. 1, the 45,000-square-foot flagship in Mexico City will house more than just merchandise. The store in the Centro Santa Fe mall will feature the brand’s first in-store quality lab. The lab will be staffed by four dedicated H&M employees, trained by the company’s global quality department. Products will undergo extensive testing, including washing and safety tests, in plain view of customers, who will be able to observe the evaluations process. The Mexico City store will serve as a gateway to Latin America, where H&M is continuing its expansion with a store in Chile, bowing in the spring, said Daniel Kulle, continental manager for H&M North America. “It’s possible that we may expand the lab concept to additional stores in the future,” he added.
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This story first appeared in the October 23, 2012 issue of WWD. Subscribe Today.
On the style front, H&M on Monday launched a Fashion Family capsule collection of coordinated apparel and accessories for parents and kids. Mother-daughter looks include, for mom, a graphic textured jacket with a metallic miniskirt and a collarless faux-fur jacket worn over a structured dress. The scaled-down girls’ version is a blush-pink party dress, graphic textured jacket and faux-fur vest.