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Fibre2Fashion
17 hours ago
- Business
- Fibre2Fashion
H&M launches first French shop-in-shop for premium childrenswear line
H&M is opening its first shop-in-shop at Galeries Lafayette Paris Haussmann, with a 63-square-meter space on the childrenswear floor dedicated to the premium label H&M Adorables. The shop marks the first department store venture for H&M in France following the successful launch of H&M Adorables at Selfridges London last year. "It's hard to imagine a better setting for our most premium childrenswear line than Galeries Lafayette Paris Haussmann, one of the most iconic fashion destinations in the world. We're so excited about this partnership, and looking forward to introduce H&M Adorables to a whole new set of customers," says Isabella Innergård, Managing Director H&M Kids. H&M has opened its first French shop-in-shop at Galeries Lafayette Paris Haussmann, featuring a 63-meter square space for its premium childrenswear line, H&M Adorables. The store offers retro-inspired summer pieces and timeless basics for babies and kids. Designed with natural materials, the space reflects the brand's focus on quality, longevity, and accessible luxury. Launched worldwide last October, H&M Adorables is a carefully crafted collection of clothes and accessories for children, designed with longevity in mind. The Galeries Lafayette store will stock a curated mix of seasonal pieces for kids and babies – the summer collection is inspired by a distinct retro resort vibe – alongside foundational items such as sets and rompers for newborns. "With H&M Adorables we want to create pieces that can last through generations and be passed down from child to child. The collections are born from a timeless design philosophy, carefully crafted in quality materials like silk, wool and organic cotton. Parents will find enduring garments in beautiful fabrics that are both long lasting and very accessible," says Sofia Löfstedt, Head of Design H&M Kids. Created by H&M's store design team, the shop-in-shop celebrates the enduring and tactile quality of natural materials, using a careful composition of wood, stone and textiles to create a refined backdrop for the collections. The space is split into two parts devoted to baby and kidswear respectively. Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged. Fibre2Fashion News Desk (HU)
Fashion Network
2 days ago
- Business
- Fashion Network
H&M targets premium market with 'Adorables' children's line at Galeries Lafayette
H&M is expanding its presence in Parisian department stores with 'Adorables,' its premium line for babies and children launched in 2024. After testing this high-end distribution channel in London with a pop-up at Selfridges last fall, the Swedish brand has opened a permanent corner at the Galeries Lafayette Haussmann flagship. The 63-square-meter space, inaugurated on May 12 in the presence of the brand's teams, underscores its commitment to premiumization. "Opening this shop-in-shop in the fashion capital and in this iconic retail location is a very special moment. It will enable us to meet new customers. It may be the first time people buy an H&M product," said Sofia Löfstedt, design director of H&M Kids. At Galeries Lafayette, the Swedish group— which has hosted pop-up stores there for its Cos and & Other Stories brands— aims to attract a more upscale local and international clientele, with a strong focus on fashion and product quality, said Manuel Da Cruz, H&M's area director for Ile-de-France. Light wood furnishings, rounded tubular racks, rugs on the floor and country flowers create a soft, contemporary atmosphere. The brand welcomes new customers on the floor dedicated to children. Designed for ages 0 to 10, the collection is displayed in a mixed layout and divided into three sections: newborns, babies and children. It offers timeless pieces in subtle, powdery shades alongside a seasonal, fashion-forward selection for summer featuring sponge dresses, playful patterns and swimwear. The line prioritizes natural, high-quality materials such as organic cotton, silk and merino wool. H&M operates the pop-up at Galeries Lafayette as a concession with four sales staff. The brand does not plan to open additional 'Adorables' pop-ups in department stores, though a selection of the collection is available at its flagship on rue La Fayette and at Forum des Halles in Paris, its most lucrative store worldwide, which is undergoing major renovations. H&M is also renovating its stores in the Ile-de-France region, where it operates about 30 locations within its 168-store French network. "We expect to complete the renovation program, which is based on a new concept, by the end of 2025. For example, we are currently converting the Les Halles and Beaugrenelle stores in Paris as well as the one in Levallois," said Manuel Da Cruz. Over the past decade in Paris, H&M has refocused its portfolio on key locations and closed several stores, including those on rue de Rennes and the Champs-Élysées. This fall, H&M will open a permanent store in the Marais district, although the address has not yet been disclosed. The move will strengthen its fashion positioning. Last year, the brand tested this trendy, premium district with a temporary arty pop-up on rue de Turenne. In September, H&M will continue to remodel its presence and image in the French capital.
