H&M’s New SoHo Location Features Secondhand Shop-in-Shop

H&M SoHo store [photo courtesy H&M]

Inside H&M’s new store in NYC’s SoHo neighborhood, the fast fashion retailer has nested a shop-in-shop featuring curated secondhand pieces — the brand’s first resale location in North America. To celebrate the debut, beginning Feb. 7, 2024, New York-based vintage clothing designer and accessories seller James Veloria will curate select pieces for the secondhand section.

The full store, measuring nearly 10,000 square feet, was designed by H&M’s in-house architectural team and takes its inspiration from the neighborhood’s well-known art galleries. The store’s assortment of womenswear also has been curated to mirror the neighborhood, with fashionable and trend-driven products as part of a diverse assortment.

The new store also features mobile checkout from anywhere in the store and smart mirrors in fitting rooms that identify the customer’s products, including size and color, as well as offering personalized product or styling recommendations. Shoppers also can use the mirrors to request that sales associates bring specific items to the dressing room, and the store features lockers where shoppers can pick up items they’ve ordered online.

“This new location marks our return to SoHo, a neighborhood that continues to be an epicenter of fashion and style,” said Carlos Duarte, President of H&M Americas in a statement. “We’ve been testing new store concepts in NYC, such as our recent H&M Williamsburg store experience, with the aim of building the best, elevated shopping experience for our customers.”


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