{"id":47822,"date":"2025-09-15T11:35:26","date_gmt":"2025-09-15T11:35:26","guid":{"rendered":"https:\/\/daoinsights.com\/?p=47822"},"modified":"2025-09-30T11:36:16","modified_gmt":"2025-09-30T11:36:16","slug":"hm-reopens-its-china-flagship-store-as-the-house-of-hm","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/","title":{"rendered":"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019"},"content":{"rendered":"\n

High-street fashion titan H&M is making a flashy return to their old Shanghai store with a new brand experience: the House of H&M. <\/p>\n\n\n\n

The Huaihai Road location is significant for H&M as it was their first mainland China store when they opened back in 2007. The store closed in 2022 amidst controversy over the use of Xinjiang cotton in its products and a backlash of boycotts by Chinese consumers. <\/p>\n\n\n\n

But H&M are back on form. The revamped 3,000-square-meter space will act as more than just retail floors. <\/strong>They\u2019re adding an H&M&Caf\u00e9 and H&M Flower Shop to introduce lifestyle elements to the shopping experience.<\/p>\n\n\n\n

As well as the above, there\u2019s also the H&M Live-Streaming Studio where the brand will host everyone from fashion icons to designers and KOLs for events, and an exhibition space to serve as the brand\u2019s cultural hub.<\/p>\n\n\n\n

\n
\"House<\/figure>\n\n\n\n
\"House<\/figure>\n\n\n\n
\"House<\/figure>\n
Image: House of H&M\/Rednote<\/figcaption><\/figure>\n\n\n\n

H&M\u2019s China CEO, Saed El-Achkar, said on Rednote that the \u201cHouse of H&M is a real brand centre, it combines fashion, inspiration and retail in one, breaking boundaries,\u201d.<\/p>\n\n\n\n

To boost the store\u2019s digital presence, they\u2019ve also launched the House of H&M account on Douyin where we\u2019ll surely be seeing the fruits of the new live-streaming studio.<\/p>\n\n\n\n

The opening of \u2018lifestyle stores\u2019 and \u2018brand experiences\u2019 follows a trend both global and China-specific. <\/strong>With the rise of online shopping, brands have had to find new uses for their physical stores. Lifestyle options like cafes and event spaces have proved an effective way to boost brand profile and get customers through the doors.<\/p>\n\n\n\n

For parallels, consider Zara\u2019s Nanjing flagship store. It also boasts a caf\u00e9 and a \u2018fit check\u2019 studio for content creation. There’s also Arc’teryx’s Beijing Arc’lounge<\/a>. And for one last example, Lane Crawford\u2019s China flagship, which happens to share Shanghai\u2019s busy Huaihai Road with the new House of H&M.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

High-street fashion titan H&M is making a flashy return to their old Shanghai store with a new brand experience: the House of H&M. The Huaihai Road location is significant for H&M as it was their first mainland China store when they opened back in 2007. The store closed in 2022 amidst controversy over the use […]<\/p>\n","protected":false},"author":2,"featured_media":47825,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[66,62],"class_list":["post-47822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-fashion-retail","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nH&M Reopens its China Flagship Store as the \u2018House of H&M\u2019 - Dao Insights<\/title>\n<meta name=\"description\" content=\"Everything you need to know about the House of H&M and the reopening of the brand's original china location.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019 - Dao Insights\" \/>\n<meta property=\"og:description\" content=\"Everything you need to know about the House of H&M and the reopening of the brand's original china location.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/\" \/>\n<meta property=\"og:site_name\" content=\"Dao Insights\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-15T11:35:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-30T11:36:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1997\" \/>\n\t<meta property=\"og:image:height\" content=\"1151\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dao Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dao Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/\"},\"author\":{\"name\":\"Dao Team\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\"},\"headline\":\"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019\",\"datePublished\":\"2025-09-15T11:35:26+00:00\",\"dateModified\":\"2025-09-30T11:36:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/\"},\"wordCount\":356,\"publisher\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2025\\\/09\\\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg\",\"keywords\":[\"Industries - Fashion & Retail\",\"News - Marketing & Branding\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/\",\"name\":\"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019 - Dao Insights\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2025\\\/09\\\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg\",\"datePublished\":\"2025-09-15T11:35:26+00:00\",\"dateModified\":\"2025-09-30T11:36:16+00:00\",\"description\":\"Everything you need to know about the House of H&M and the reopening of the brand's original china location.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/#primaryimage\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2025\\\/09\\\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg\",\"contentUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2025\\\/09\\\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg\",\"width\":1997,\"height\":1151},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/daoinsights.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#website\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/\",\"name\":\"Dao Insights\",\"description\":\"News, trends, and case studies from China\",\"publisher\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/daoinsights.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\",\"name\":\"Dao Insights\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Dao-red-high-res.png\",\"contentUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Dao-red-high-res.png\",\"width\":2400,\"height\":2400,\"caption\":\"Dao Insights\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\",\"name\":\"Dao Team\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019 - Dao Insights","description":"Everything you need to know about the House of H&M and the reopening of the brand's original china location.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/","og_locale":"en_US","og_type":"article","og_title":"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019 - Dao Insights","og_description":"Everything you need to know about the House of H&M and the reopening of the brand's original china location.","og_url":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/","og_site_name":"Dao Insights","article_published_time":"2025-09-15T11:35:26+00:00","article_modified_time":"2025-09-30T11:36:16+00:00","og_image":[{"width":1997,"height":1151,"url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg","type":"image\/jpeg"}],"author":"Dao Team","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Dao Team","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/#article","isPartOf":{"@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/"},"author":{"name":"Dao Team","@id":"https:\/\/daoinsights.com\/#\/schema\/person\/1af4f94d9761a5f0102a4d4150edf978"},"headline":"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019","datePublished":"2025-09-15T11:35:26+00:00","dateModified":"2025-09-30T11:36:16+00:00","mainEntityOfPage":{"@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/"},"wordCount":356,"publisher":{"@id":"https:\/\/daoinsights.com\/#organization"},"image":{"@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/#primaryimage"},"thumbnailUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg","keywords":["Industries - Fashion & Retail","News - Marketing & Branding"],"articleSection":["News"],"inLanguage":"en-US","copyrightYear":"2025","copyrightHolder":{"@id":"https:\/\/daoinsights.com\/#organization"}},{"@type":"WebPage","@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/","url":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/","name":"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019 - Dao Insights","isPartOf":{"@id":"https:\/\/daoinsights.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/#primaryimage"},"image":{"@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/#primaryimage"},"thumbnailUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg","datePublished":"2025-09-15T11:35:26+00:00","dateModified":"2025-09-30T11:36:16+00:00","description":"Everything you need to know about the House of H&M and the reopening of the brand's original china location.","breadcrumb":{"@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/#primaryimage","url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg","contentUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/\u5168\u56fd\u9996\u5bb6HOUSE-OF-HM\u65d7\u8230\u5e97\u76db\u5927\u542f\u5e55_1_HM_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg","width":1997,"height":1151},{"@type":"BreadcrumbList","@id":"https:\/\/daoinsights.com\/news\/hm-reopens-its-china-flagship-store-as-the-house-of-hm\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/daoinsights.com\/"},{"@type":"ListItem","position":2,"name":"H&M Reopens its China Flagship Store as the \u2018House of H&M\u2019"}]},{"@type":"WebSite","@id":"https:\/\/daoinsights.com\/#website","url":"https:\/\/daoinsights.com\/","name":"Dao Insights","description":"News, trends, and case studies from China","publisher":{"@id":"https:\/\/daoinsights.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/daoinsights.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/daoinsights.com\/#organization","name":"Dao Insights","url":"https:\/\/daoinsights.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daoinsights.com\/#\/schema\/logo\/image\/","url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2020\/06\/Dao-red-high-res.png","contentUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2020\/06\/Dao-red-high-res.png","width":2400,"height":2400,"caption":"Dao Insights"},"image":{"@id":"https:\/\/daoinsights.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/daoinsights.com\/#\/schema\/person\/1af4f94d9761a5f0102a4d4150edf978","name":"Dao Team"}]}},"_links":{"self":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts\/47822","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/comments?post=47822"}],"version-history":[{"count":0,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts\/47822\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/media\/47825"}],"wp:attachment":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/media?parent=47822"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/categories?post=47822"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/tags?post=47822"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}