Swedish fast fashion brand H&M is set to open a new pop-up store in New York City’s Nolita district. This store will be located at 372 Broome Street and will operate from October 24 to December 29. In collaboration with Los Angeles-based design studio Perron-Roettinger, H&M has crafted a unique concept store that reflects the brand’s evolving fashion identity.
The store will feature a carefully curated selection of womenswear, beauty products, and home goods, all reflecting trend-conscious styles. On the opening day, an aroma installation will be held, offering visitors the opportunity to customize bottles of essential oils inspired by New York City. Experts will explain the characteristics of six base oils and their potential pairings, allowing visitors to create their own personalized scent.
This Nolita pop-up follows the February opening of H&M’s 10,000-square-foot women’s specialty store in the SoHo district. H&M continues to expand its presence in New York by opening both permanent and temporary stores.
Michael Beaumont, H&M’s regional head of expansion for the Americas, commented, “This new pop-up is a celebration of the H&M brand and an opportunity for us to continue to show up for our customers in new ways.” Beaumont added that H&M is experimenting with new store designs and concepts across New York City, aiming to create modern and engaging spaces through the Nolita pop-up and the SoHo store.
In addition, the brand plans to open six new stores in major U.S. cities this fall, alongside store renovations across Canada and Ecuador.