Women’s Wear Daily
04.20.2014
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fashion-scoops

H&M Entering Home Category

American consumers in early 2013 will be able to give their homes the same dose of cheap chic as their wardrobes with H&M Home.

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H&M’S HOME FRONT: American consumers in early 2013 will be able to give their homes the same dose of cheap chic as their wardrobes with H&M Home. Divided according to the different rooms of the house, the trend-driven collection mines themes seen on the runways. The collection made its debut in Sweden, Germany, the Netherlands and Austria in 2009, and the U.K. the following year. Applying its fast-fashion doctrine to home products, H&M produces three main collections each season and introduces a large number of accessories and furnishings every two weeks.

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