Covering approximately 5,000 square meters, the refurbishment – which opened in April – has embraced and restored the heritage building to create a bespoke retail experience. “It’s exciting to finally have the opportunity to bring H & M to Australian shores, especially to launch in the GPO building which is such an iconic and beautiful Melbourne landmark,” says Hans Andersson, the retailer’s Australian Country Manager.
The new store features three levels of fashion, accessories, and a more recent addition to the established brand – homewares.
Keeping with H & M’s landmark mix between traditional, elegant and contemporary expressions the Home Concept range offers furnishing and objects for every room of the house.
Pastel colour-dipped cutlery and boldly printed towels, rugs and cushions contribute to the brand’s fashion-fun image, while more classic editions such as vintage-styles candle holders and neutral woven blankets broaden the appeal of the ambitious range.
H & M