H&M to pop-up in NYC

H&M is set to open a new pop-up store in New York City’s Nolita neighborhood, showcasing the brand’s evolving fashion identity and new store concept.

Located at 372 Broome Street, from October 24 to December 29, H&M Nolita will feature a curated selection of womenswear, beauty, and home products, reflecting the trend-driven style of the neighborhood. 

The store will also host interactive activations including an aroma installation, offering guests the opportunity to create personalized bottles of essential oils inspired by New York, on opening day.

The Nolita pop-up follows the recent opening of H&M’s SoHo store, marking the brand’s continued investment in the redirection of its New York City presence.

“This new pop up is a celebration of the H&M brand and an opportunity for us to continue to show up for our customers in new ways,” said Michael Beaumont, regional head of expansion for H&M Americas. 

“We’ve been experimenting with new store concepts and design in New York City, such as our recently opened H&M SoHo location, with the aim of building modern, engaging spaces for our customers. With our H&M Nolita pop up, as well as our multitude of other store openings in top cities across the Americas this fall, we’re excited to build on our strong heritage while embracing the future.”

Designed in collaboration with LA-based design studio Perron-Roettinger, the Nolita concept store is part of H&M’s broader strategy to elevate its in-store experiences globally. 

This fall, H&M is also revamping stores across the U.S., Canada, and Ecuador. The next opening will be revealed in Miami at Brickell City Centre, on October 17.