H&M HOME reopens flagship store on Drottninggatan with new global store concept and visual identity

The new store introduces H&M HOME’s updated retail concept, developed to create a more cohesive, inspiring and contemporary customer experience. Inspired by modernist architecture, the space is defined by clean lines, warm materials, dark wood finishes and carefully selected contrasts. The store is designed as a series of connected rooms that guide customers through different areas of the home, from social spaces such as the living and dining room to more personal settings including the bedroom and bathroom.

H&M HOME is constantly evolving, while staying true to its core. We want to preserve the warm and welcoming character that customers associate with the brand, while refining and modernizing our expressions. At Drottninggatan, this comes to life through a new store concept where materials, scale and carefully curated environments work together to create an experience that feels both contemporary and timeless. It reflects the direction we will continue to develop for H&M HOME, with design, quality and the home at its heart.

Evelina Kravaev-Söderberg, Head of Design & Creative at H&M HOME

The 383-square-metre store presents H&M HOME’s complete interior universe, including textiles such as curtains, bed linen and towels, as well as tableware, kitchen essentials and decorative home accessories. The collections are displayed in larger, curated settings that clearly highlight their materials, colors and stories. The store is designed to be an inspiring yet welcoming destination where customers can discover ideas for every room in the home.

The reopening also marks the debut of H&M HOME’s new visual identity. The updated logo and monogram system will be integrated throughout the store and featured across everything from signage and gift concepts to customer communications.

Drottninggatan is a strategically important destination for H&M HOME and a natural home for our Swedish flagship store. The new store represents the future of H&M HOME and a clearer expression of the brand. H&M HOME is aspirational and inspiring, while always remaining close to customers’ everyday lives. We look forward to welcoming both local and international visitors to a store that sets the standard for H&M HOME going forward.

Frida Dahlquist, General Manager of H&M HOME

The store will also continue to offer H&M HOME’s popular monogramming service, allowing customers to personalise selected products, as well as an integrated florist concept in partnership with Bunchery.

Address: Drottninggatan 50, Stockholm
Opening: 16 October 2026
Assortment: Textiles, kitchen and tableware collections, bed linen, bathroom products, decorative accessories including smaller lamps, and special collections. Children’s interior products, additional lighting and furniture will be available at hm.com/home.
Services: Monogramming service and florist in partnership with Bunchery
Size: 383 m²

Launched online in 2009, H&M HOME has grown into a complete home furnishing brand offering products for every room in the home. The assortment ranges from timeless essentials to contemporary trends and includes furniture, lighting, textiles and decorative accessories.

With fashion as an important part of its heritage, H&M HOME draws inspiration from a broad creative world, spanning art, architecture, gastronomy, travel, film, design history and culture. By interpreting contemporary trends and expressions, H&M HOME creates collections that combine design, quality and inspiration at attractive prices.

H&M HOME aims to make it easy for more people to create a personal home, regardless of style or taste.

Today, H&M HOME is present in 60 markets worldwide, with more than 480 shop-in-shop stores and 23 standalone H&M HOME concept stores, of which 11 are operated through franchise partnerships.

Through hm.com/home, online shopping is available in more than 44 markets worldwide. (October 2026).

For more information and press images, please visit H&M’s newsroom here.