H&M Opens New Store in SoHo, NYC | Introducing North America’s First “Pre-Loved” shop-in-shop

HM SoHo Facade scaled

On February 5, a new H&M store opened in Soho, New York.

This new H&M concept store will offer a unique and modern shopping experience, introducing fashion-forward womenswear, sophisticated styling, and North America’s first shop-in-shop featuring carefully selected pre-owned merchandise.

Designed by the brand’s in-house architectural team, the 10,000-square-foot store features a wide selection of trendy, fashionable womenswear products inspired by SoHo galleries.

For those who prefer second-hand items, the company also introduced “Pre-Loved” shop-in-shop, the first second-hand store of its kind in North America. Starting February 7, this “Pre-Loved” shop-in-shop will also include a selection of items carefully selected by James Veloria, a New York-based designer vintage clothing and accessories retailer.

“After premiering our first U.S. secondhand platform ‘H&M Pre-Loved’ online last year, we are thrilled to build on this offering by launching H&M SoHo with the first secondhand shop-in-shop in North America,” said Linda Li, head of customer activation and marketing, H&M Americas. 

Customers visiting the H&M SoHo store will also have access to a full range of other service features that make for a seamless shopping experience. In addition to the convenience of mobile checkout from anywhere in the store, the fitting rooms are equipped with intelligent mirrors. These mirrors identify the size and color of the item the customer is trying on and offer personalized suggestions for other products and styling options.

Moreover, the mirrors offer the option for customers to request and have items delivered to fitting room cabins by a sales associate. Behind the scenes, the store also operates on an RFID-enabled system for accurate inventory control and location tracking, as well as fast and efficient replenishment from the stockroom to the sales floor.

“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. We’re excited to bring H&M SoHo to life through curated, trend driven products as well as a new second-hand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighborhood,” said Carlos Duarte, president of H&M Americas. 

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