H&M is betting on a new premium brand. A store in a luxury department store

The Galeries Lafayette Paris Haussmann houses boutiques of famous brands, including Chanel, Dior, Prada, Louis Vuitton and Cartier. There are also exclusive cafés and restaurants and other service points.

H&M Group previously launched pop-ups of its two other high-end brands, COS and & Other Stories, at Galeries Lafayette Paris Haussmann. Now the Swedish giant is once again looking to appeal to affluent customers from France and the rest of the world, this time with a range of children's clothing and accessories.

H&M is changing. The goal: premium shelf

Over the past few years, H&M Group has made some changes to the structure of its brands. This resulted from the need for these brands to find their place in the very dynamically changing clothing market.

Recently, boutiques of the youth brand Weekday have begun operating as multi-brand stores . Among other things, you will be able to buy new and used clothes from other brands belonging to the Swedish group's portfolio, as well as exclusive limited collections.

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Last year, the Weekday brand absorbed another well-known brand of the Swedish group – Cheap Monday. In turn, in 2023, all Monki stores were liquidated.