Swedish clothing company H&M has announced that it will offer a selection of items for home furnishings at its flagship Orchard Road store in Singapore. Products will include bed linen, dinnerware, textiles and furniture.
H&M Home, the home decor arm of the retail giant, will be allocated a section of the first floor of the store at Orchard Building in Somerset. This will have a dedicated entrance and will also be accessible through the women’s section. H&M Home was initially launched internationally in 2009, including items such as bath accessories and lamps.
H&M Home is already available in other countries in the Southeast Asian region, including Malaysia, Thailand and the Philippines. H&M entered Singapore in 2011, opening its Somerset store. It now has eight outlets in Singapore.
In the city-state, items from the H&M Home line have so far been available only for certain periods as part of the H&M Holiday Pop-up, usually held before Christmas. The introduction of the H&M Home section coincides with the reopening of the flagship store, which has been revamped.
H&M highlighted that the company is stepping up its digitalization processes in response to evolving customer needs in the fashion industry, including integrating its physical and digital shopping channels.
(Source: The Straits Times)