Fashion giant to open flagship store in Belfast

The new Castle Lane store will offer customers a new, fresh interior look and feel for the brand, with the grand opening to take place at 10am on Thursday July 25.

Offering womenswear, menswear, kidswear and accessories, the 2,228 sq m store will also focus on an omni-channel, seamless customer experience offering new services including self-checkouts.

Klas Degeryd, head of expansion, H&M UK & Ireland, said: “We are delighted to be enhancing our presence in Belfast.

“New omni-channel services will offer customers more convenience, while an elevated interior design will enable them to shop our latest fashion collections and styles in a more curated and inspirational way.”

The first 100 customers in the queue next Thursday will receive a complimentary gift with their purchase, the company said.

Additionally, H&M Members will enjoy an exclusive 20% discount on their in-store purchases.

The new store is one of many opening in Belfast’s latest, retail and leisure development, The Keep, the former site of department store BHS.

Brian Kidd, of The Keep’s letting agents Frazer Kidd, said: “It is fantastic that this once derelict building has been transformed by local property company Alterity Investments into Belfast city centre’s largest retail redevelopment project since Victoria Square.

“It is especially exciting to have one of Europe’s largest fashion brands, H&M, choose the Keep for a flagship store,” said

H&M has said that with sustainability at the heart of its business model, it will continue to lead the transition to circular, climate positive fashion and homeware, values which will be built into the foundation of the new store.