What does the new H&M flagship store in Marais look like in Paris?

The new H&M flagship store was opened on Thursday, September 4, 2025 in the rue of the Francs-Bourgeois 43 in Paris. It stands for the endeavor of the Swedish fast-fashion giant, to grasp foothold in the upscale segment and to rely more on sustainability.

The 1,000 square meter room was designed by a Swedish in-house team. “We wanted a modern and contemporary framework for the most beautiful collections that H&M can produce,” said communication director Emin Sassi at the opening.

The collections are arranged as follows: the men’s fashion is located in the basement; On the ground floor and on the first floor women’s fashion, lingerie, jewelry and cosmetics. The first floor has a glass roof that gives the room a special atmosphere.

This is exactly what the Swedish brand aims at. A higher positioning in the market and an improved image. An example of this is the presentation of second-hand clothing on the ground floor.

Business also opened on Sundays

One hundred second-hand parts were selected from the archives of the brand and from cooperations with well-known designers: inside. The branch in the Marais is the second H&M branch in the Chausseée d’Andin that takes this path.

This second-hand area is currently still a small proportion (ten percent) of sales. However, in view of the increasing demand for French and international customers who want to consume more sustainable, the responsible persons rely on their growth. In the future, two more H&M branches will open. The brand is present online in 25 markets.