Global fashion and design brand H&M has made a bold return to Shanghai with the launch of its new flagship store, the House of H&M, which also serves as the brand's first experience center in China.

Draped in striking "China red", the store offers far more than clothes shopping.

Inside, visitors will discover the country's first H&M HOME concept space, dedicated to the brand's home furnishings line. The store also features H&M&Cafe, offering affordable coffee with an outdoor pickup window and WeChat mini program ordering, and an H&M flower shop selling bouquets alongside coffee accessories. On the lower level, H&M&SPACE showcases the brand's high-end fashion collections and will host exhibitions by international and local fashion artists throughout the year.

The first floor also houses H&M's first professional livestream studio worldwide, regularly featuring celebrities, influencers, and stylists, bridging in-store experiences with online audiences.

H&M's reinvention reflects a broader transformation in Shanghai's retail landscape.

From January to July this year, the city welcomed 554 new first stores, including 11 global or Asia debuts and 85 national or Chinese mainland firsts. Brands from China, Japan, France, Italy, the United States, South Korea, the United Kingdom, and Germany are all choosing Shanghai as their launchpad.

Three key trends stand out:

Experiential retail. Beyond H&M, other brands are turning stores into interactive hubs. Sportswear label HOKA opened its first global experience center in Xintiandi earlier this year, complete with a full-body performance testing lab, foot pressure scanners, and 3D running analysis, bringing pro-level services to everyday runners.

Value for money. Home furnishings retailer IKEA has repositioned itself in China with initiatives targeting the fast-growing silver economy, offering senior-friendly discounts and more than 150 new low-price products. German discount grocer ALDI has also reduced prices on over 50 daily-use items in Shanghai by up to 30 percent.

Online integration. On Sept 8, apparel company Uniqlo announced a partnership with JD.com, making its collections available directly on the JD app, including an early online release of its 2025 fall/winter line. At House of H&M, weekly livestreams seamlessly connect in-store events with digital audiences.

For consumers, the message is clear: shopping in Shanghai is no longer just about buying products; it's about immersive experiences, better prices, and the convenience of online-offline fusion.

House of H&M

Address: No 649 Middle Huaihai Road, Huangpu district

Sources: Jiefang Daily, Shanghai Observer