H&M is bringing a new shopping experience to Berlin in collaboration with embroidery innovator Coloreel.
Through the partnership with the Swedish company, customers can personalize their clothing in the H&M store in the Alexa shopping center in Berlin Mitte with a selection of motifs, the clothing retailer announced on Monday.
Consumers can choose and pay for a design online. They can then position the motif on a new H&M item of clothing and have it embroidered together with the employees in the store. You can choose from zodiac motifs, emoticons, letters or hand signals, but also typical Berlin motifs such as the Brandenburg Gate, a Spätkauf or the Berghain.
Coloreel has one patented technology developed in which the yarn can only be dyed in a variety of colors during production. So it is only dyed in the color that is required during embroidery on the textile surface.
“Our partnership with Coloreel reflects our commitment to improving the shopping experience through innovative solutions,” says Oliver Lange, Head of H&Mbeyond. “By using this advanced technology, we can offer our customers a unique and engaging in-store experience.”
The embroidery service will be offered in the H&M store on Alexa in the fourth quarter of the year. The service is initially limited to new H&M goods, but in the future it will also be expanded to include customers’ own clothing. The designs should also be updated weekly.