H&M last week reopened its 22,000-square-foot store in Manhattan’s SoHo featuring the latest clicks-to-bricks bells and whistles to appeal to environmentally minded Gen Z consumers, whom the Swedish giant hopes will vote their interest in circularity at the cash register.
The completely renovated and redesigned unit at 515 Broadway emphasizes experience. It’s the exclusive location in H&M’s U.S. fleet to offer its new ship to store option, which is also being tested at a number of Chicago units, a spokesman said.
Ship to store, also known as BOPIS (buy online, pickup in store), has been embraced by big-box discounters such as Walmart and Target, which are using units for order pickup, realizing cost savings, eliminating shipping fees for customers, who often buy impulse items at the stores. Digital behemoth Amazon last week opened pickup counters at 100 Rite Aid units, eventually expanding to 1,500 different stores throughout the U.S.
There’s no charge for H&M’s ship-to-store service, the spokesman said, adding that orders arrive at the SoHo unit ready for pickup in three to five business days.
Select pieces from H&M’s home collection are displayed residential-style in a newly designed lounge concept for shoppers at the SoHo store. Artist Sojourner Truth Parsons was commissioned by H&M to create a mural for the store, which animates the walls of a two-story staircase.
“I wanted to do something that was theatrical, a nod to the neighborhood,” Truth Parsons said. “SoHo can be about dreaming and a projection of how you’re going to move through the world.”