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H&M opens its first UK Divided store

H&M opened a streetwear concept store under its Divided brand in London's Camden last night.

The store is H&M's fifth Divided shop in Europe but is its first in the UK.

The store stocks menswear, womenswear and accessories. It is 8,300sq ft and is split over two floors and features a industrial club-style design with strip lighting, large speakers and DJ booths.

H&M has been experimenting with opening different formats in the last 12 months. It introduced premium concept Cos last year and recently bought the Monki and Weekday fashion chains, which it plans to roll out to new markets.

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