H&M will be upsizing its store at Kent's Bluewater shopping centre as it looks to create a flagship store for the South East.
The current Bluewater store will be increased in size to 40,000 square feet after incorporating an additional 15,000 square feet of space. The extra space will be used by H&M to display its full product range and will feature its collaborations with leading fashion designers such as Balmain.
Due to open in November 2016, the store is being created by Land Securities building over Bluewater’s central service yard to create an enlarged upper floor and mezzanine. H&M will remain trading from its existing ground floor store whilst the works are carried out. The brand has also taken a unit on Bluewater’s lower Thames Walk, adjacent to House of Fraser, as a short-term menswear store.
Russell Loveland, portfolio director at Land Securities, co-owner and asset manager of Bluewater, said: “Upsizing H&M to create a new statement store has been an objective for some time, as we work to ensure our key brands trade from stores that reflect Bluewater’s position in the industry. H&M’s new store will deliver a great experience for our guests and is a fantastic start to 2016.”
The H&M store is the latest in a sequence of upsizes at Bluewater, such as Next’s new 44,000 square foot store on Thames Walkand and Topshop’s 30,000 square foot store on the upper Rose Gallery.
The news follows a record-breaking 2015 for Bluewater which saw sales reach their highest level since the scheme opened. In addition, 22 brands committed to Bluewater in the year including Hackett, Nespresso, Breitling, Anthropologie and Tesla.
