Galeries Lafayette welcomes H&M's premium kidswear, Adorables
What: H&M expands its premium positioning by launching Adorables, a high-end children's collection, at Galeries Lafayette Haussmann through a permanent corner, following its successful test at Selfridges London.
Why it is important: The expansion reflects the evolving relationship between mass-market retailers and luxury department stores, showing how strategic brand positioning can create mutually beneficial partnerships in the premium segment.
H&M's strategic entry into Galeries Lafayette Haussmann with its premium childrenswear line 'Adorables' marks a significant milestone in the brand's upmarket evolution. The 63-square-metre permanent corner, situated on the fifth floor of the iconic department store, showcases a carefully curated selection of clothing for children aged 0-10 years. The space features a contemporary design with wooden fixtures, rounded tubular racks, and pastoral touches that reflect the collection's premium positioning. The offering spans three distinct segments - newborn, baby, and children's wear - with an emphasis on natural materials such as organic cotton, silk, and merino wool. This permanent installation follows a successful pop-up at Selfridges London, demonstrating H&M's commitment to establishing itself in luxury retail environments while maintaining its quality standards and sustainable practices.
IADS Notes: H&M's expansion into Galeries Lafayette Haussmann builds upon its successful premium retail strategy throughout 2024-2025. In October 2024, the brand first tested this approach with an Adorables pop-up at Selfridges London , establishing the concept's viability in luxury retail environments. This move aligns with H&M's broader transformation, evidenced by its November 2024 implementation of innovative store concepts and digital integration. The timing is particularly significant as it coincides with Galeries Lafayette's €400 million investment plan announced in February 2025 , focused on optimising its store network and enhancing premium partnerships. This collaboration also supports Galeries Lafayette's April 2025 CSR strategy , which emphasises sustainable and premium retail experiences.
