H&M TO INTRODUCE FRESH STORE CONCEPT TO BRIGHTON
H&M is delighted to announce the opening of its Brighton store in a brand-new Churchill Square location on Thursday 19 March, inviting customers to experience its elevated and innovative concept. Marking an exciting milestone in the continued evolution of H&M’s store portfolio, the new space provides an inspiring customer experience combining curated fashion and enhanced omni-channel service.
Spanning womenswear, menswear, kids, and beauty, the store will also introduce H&M HOME to Brighton
for the very first time, providing customers with a thoughtfully selected assortment across lifestyle and interiors.
Customers will also benefit from H&M’s latest store enhancements, designed to improve stock accuracy and
create a seamless, friction‑free experience for both customers and colleagues. Further enhancing convenience,
the store introduces mobile checkouts, enabling colleagues to assist customers and complete purchases
anywhere on the shop floor, alongside self-service checkouts. This flexible, customer‑centric approach ensures
a faster, smoother shopping journey and empowers the team to meet customers exactly where they are.
The opening marks a significant anniversary for H&M in the UK. In 2026, the brand celebrates 50 years since
its first UK store opened at Brent Cross, London. For the past 50 years, H&M has provided fashion and quality
at the best price in a sustainable way to millions of UK shoppers. The unveiling of this next-generation Brighton
space represents our evolution in the UK and continued commitment to British high streets and communities,
combining fashion, innovation and customer-centric design to meet the needs of today’s shoppers while
looking confidently to the future.
“We are incredibly proud to unveil our new Brighton store, which reflects both our continued investment in
the city and our wider commitment to the strength and future of the British high street. Bringing our refreshed
store concept together with the arrival of H&M HOME is an exciting moment, offering customers a
considered, modern and inspiring space to explore. As we enter our 50th year in the UK, we remain focused
on creating destinations that champion fashion, innovation and service, ensuring our stores continue to play a
vital role in the communities they serve.”– Karen O’Rourke, Managing Director H&M UKIE
To celebrate the reopening, on launch day customers will enjoy in-store activations, including a DJ. The first
100 H&M members to make a purchase will receive an exclusive gift plus a £20 gift card, redeemable online
or in store against their next purchase.