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H&M to launch pop-up sportswear stores

Swedish fashion retailer H&M is to open two sportswear only pop-up stores to coincide with the London Olympics.

The first store, which will open in Covent Garden on July 6 for 10 weeks, will stock women’s men’s and kids sportswear. The second store, which will be situated in Westfield Stratford, will open on July 7. If the temporary store is successful H&M may decide to open it on a permanent basis.

In both stores, H&M will exclusively launch a limited edition range of clothing in red, white and blue.

Magnus Olsson, H&M country manager for the UK & Ireland, said: “It’s a nice surprise for our customers and a new twist on the H&M business concept of fashion and quality at the best price.”

Earlier on this year the retailer announced it was to expand its offering with the launch of a new fascia, & Other Stories.

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