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H&M Unveils Revamp of Oxford Circus Flagship

The London store has grown from three to six floors and takes up over 40,300 square feet.

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SUPER SIZED: Talk about of the minute. Baauer’s “Harlem Shake” and Psy’s “Gangnam Style” were blasting, rave style, just before the doors opened to lunchtime shoppers at the newly revamped H&M flagship store on London’s Oxford Circus on Thursday.

The shop has grown from three to six floors and takes up over 40,300 square feet, with menswear on the lower ground floor, and five floors of womenswear, including the mainline collection, Divided, swimwear, lingerie. There is a new shoe lounge and a chillout lounge, which will be used for events.

The new fitout has a boutique feel, with accessories and shoes mixed in with the clothes, and is the first UK store to adopt this more luxurious look. It’s also the first in the world to offer free wifi to shoppers.


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A range of events are planned for the opening weekend, with DJs playing on every floor, including The Voguettes, Daisy Lowe, Mary Charteris and BBC Radio 1’s Nick Grimshaw, there’s a photobooth, and complimentary refreshments and pampering stations. And throughout the store, special tags mark out pieces selected by blogger Susie Lau (aka Susie Bubble).