The Swedish retailer unveiled new, luxe interiors at two of its biggest stores, in London and New York. The new-concept openings follow earlier ones in Stockholm and Seoul. Both stores have a luxury feel, with interiors done in sleek Scandi-style oak, stainless steel and glass, while there are special departments dedicated to womenswear, menswear, lingerie, activewear and beauty. The London store at Westfield Stratford City also stocks a new, high-end children’s offer called H&M Adorables and houses an H&M Home shop-in-shop that’s all decked out for the holidays. The beauty area at the newly refurbished H&M at Westfield Stratford City in East London.

It is the largest H&M beauty offer in the U.K. Both stores boast advanced tech. Changing rooms have been fitted with touch screens that offer styling tips, and the chance to order online, or request different sizes. Shop assistants are equipped to do mobile checkouts anywhere on the shop floor. The U.K. is one of H&M’s top three markets worldwide after the U.S. and Germany, and the Stratford store, near the site of the 2012 Olympics and Paralympics in East London, is the top performer in the local portfolio, alongside the Oxford Circus unit. The store spans nearly 55,000sq ft (5.000m²) over three floors, and is meant to accommodate the heavy footfall at Westfield Stratford. The mall gets around 50mn visitors each year, from London and the wider southeast of England.