What: H&M is trialling its new Keep-The-Presence concept for the first time globally in the UK and Ireland.

Why it is important: The concept enables the brand to maintain its physical presence to serve local customers and keep high streets thriving.

The concept features new temporary store fit-outs being created at the front of stores while the wider unit undergoes renovations.

Customers can shop curated capsule collections through the pop-up style areas and utilize in-store services such as Click and Collect lockers. A dedicated online activation area and bespoke H&M members’ offers are also available during the trial.

The retailer is optimistic that its new concept will contribute towards keeping busy retail destinations thriving while its stores undergo renovations to provide the best possible customer experience.

H&M tests new concept store in UK to retain presence during refurbs