The Swedish fashion group H&M will open a store in the British outlet center Affinity Staffordshire in mid-April.
The store will stock men’s, women’s and children’s clothing at regular and outlet prices, Affinity Staffordshire said on Thursday. H&M Staffordshire will offer a “modern and meaningful shopping experience that celebrates style, creativity and culture” where customers can shop “quality fashion at the best price and in a sustainable way,” says Toni Galli, H&M Country Manager UK and Ireland Ireland.
The retail space, which previously housed a Gap store, will have a “warmer, more inviting interior and a relaxed environment” where smaller runs of merchandise will be offered in an “inspiring manner”.
H&M is the fourth brand to open in the outlet center this year – clothing brand Saltrock joined in February. The affinity outlet center is home to 40 brands offering products at prices up to 70 percent off the original retail price