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H&M to open Regent Street

H&M will open its new flagship in London's Regent Street at midday today but Drapers had a sneak preview of the shop last night.

The shop, in the former Dickens & Jones unit, spans three floors and features a huge "light wall" at the back of the shop which runs from the basement up to the first floor. Escalators criss-cross to back wall making it major design feature of the shop.

The ground floor features womenswear and a dedicated accessories areas carrying footwear, jewellery, sunglasses and bags. Accessories are also merchandised within the womenswear sections on tables and high hanging fixtures.

The first floor features more womenswear as well as a dedicated menswear department. Both are anchored by a denim area.

In the basement there are dedicated maternitywear, plus-size and lingerie departments. There is also a large kidswear department which features mannequins displaying complete outfits.

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