Business

H&M to open FIGat7th store on May 1, plans COS brand store in L.A.

H&M will open its flagship shore at the FIGat7th shopping complex in downtown Los Angeles May 1
The H&M store in downtown Los Angeles will be the first of its kind on the West Coast

H&M is set to open its flagship store at the FIGat7th shopping complex on May 1, marking the Swedish fast fashion giant’s first entry into downtown Los Angeles.

The roughly 32,000-square-foot store is the first of its kind on the West Coast in that it features nearly the full range of H&M’s offerings, mixing apparel for men, women and children in the same space as shoes, accessories and sportswear.

The space will also carry more upscale products – suits, cashmere sweaters, pima cotton basics – than those in the sub-$100 tier for which H&M is known. New garments will arrive every day.

“We think we can cater to the local audience – that upscale, L.A. customer,” said Daniel Kulle, president of H&M North America.

With the opening, the chain will have 310 stores nationwide. This summer, H&M will open another location at Fashion Square Mall in Sherman Oaks.

“We are here to penetrate the American market,” Kulle said. “We have a long-term view of everything we’re doing.”

But the company is looking to expand beyond its standard mall-based stores. Kulle said H&M is looking into smaller store formats as well as potentially opening branches in upscale shopping areas.

In the fall, H&M will open a store on North Beverly Drive featuring items from its separate brand COS. Along with another COS store opening around the same time in New York’s SoHo district, it will be the brand’s first entry into the U.S. after launching roughly 92 stores in Europe.

COS locations, which have roughly 4,720 square feet of sales space each, usually sell clothing of higher quality and higher price points than standard H&M stores, Kulle said. The brand’s wares will be available in the U.S. online over the summer.

Another H&M brand – Other Stories – will open one New York store this fall, offering a variety of products for women. Other H&M extension brands include denim label Cheap Monday and apparel names Monki and Weekday – all of which exist only in Europe.

Though H&M has no plans to go into furniture sales, it offers a home goods line of blankets and domestic doodads online and at stores in New Orleans and Washington. The company plans to put the collection into stores in Boston and Manhattan soon.

Copyright © 2014, Los Angeles Times
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