H&M to expand at Bluewater and create 40,000sq ft South East flagship

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Land Securities has today announced that H&M, the international fashion brand, is to upsize at Bluewater, Europe’s leading retail and leisure destination, to create a new 40,000sq ft statement store, its flagship for the South East.

The significantly larger Bluewater store will incorporate an additional 15,000sq ft of space, an increase of 60% compared to the current store. The additional area will be used by H&M to bring the brand to life, showcasing its full product range, including collections for women, men, teenagers and children.  he store will also feature H&M’s collaborations with leading fashion designers, such as Balmain in November last year.

Due to open in November 2016, the statement store is being achieved by Land Securities building over Bluewater’s central service yard to create an enlarged upper floor and mezzanine. H&M will remain trading from its existing ground floor whilst the works are being carried out.  The brand has also taken a unit on Bluewater’s lower Thames Walk, adjacent to House of Fraser, as a short-term menswear store.

Russell Loveland, portfolio director at Land Securities, co-owner and asset manager of Bluewater, said: “Upsizing H&M to create a new statement store has been an objective for some time, as we work to ensure our key brands trade from stores that reflect Bluewater’s position in the industry. H&M’s new store will deliver a great experience for our guests and is a fantastic start to 2016.”

The H&M store is the latest in a series of upsizes at Bluewater, and follows Next with its new 44,000 sq ftstatement store on Thames Walk, which opened in October last year, and Top Shop’s 30,000 sq ft store on the upper Rose Gallery.

The announcement also follows a record-breaking 2015 for Bluewater, during which sales reached their highest level since Bluewater opened.  In addition, 22 brands committed in the past 12 months, many selecting Bluewater to make their regional debut, or to open their first store outside central London. These include Hackett, Nespresso, Breitling, Anthropologie and Tesla.