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H&M to open Divided store in London's Camden

H&M will open its first UK standalone under its Divided brand in Camden, North London.

The shop will be H&M's fifth Divided standalone in Europe. Divided is a streetwear sub-brand which is normally stocked in H&M's shops.

The store will stock menswear, womenswear and accessories. It is 8,300sq ft and is split over two floors. It is expected to have a warehouse-style interior featuring scaffolding.

H&M is experimenting with new concepts. Last year it launched a premium concept called Cos in London's Regent Street and last month it bought Swedish fashion company Fabric Scandinavien which owns the Cheap Monday brand and the Weekday and Monki retail concepts. It plans to roll both of the retail chains out globally.

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