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Interiors: H&M home store opens in London

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Fast fashion firm H&M opened its first home store outside of the company’s native Sweden this week on London’s central shopping route, Oxford Street.

The trend savvy retailer rolled its fashion ethos into the homewares line, offering a collection of on-trend mix and match pieces at reasonable prices.

“Simplicity and how easy it is to shop is key,” says Evelina Kravaev Söderberg, H&M Home’s head of design. “We want to show people that it doesn’t have to be expensive or dramatic to change your home”.

For spring/summer, colorways span neutrals and monochrome through to nautical blues and reds and bright neons. Fabrics are predominantly cottons, linens, viscose-cotton mixes, and organic cottons. Prices range from €4.90 to €14.90 for cushion covers, €14.90 to €49.90 for bed sets and €9.90 to €14.90 for shower towels.

H&M Home is located at 174-176 Oxford Street in London.

Please also see our related report on UXUS who worked with H&M on designing the homewares installation in the Stockholm flagship store.

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