First look at major new H&M store in Brighton

The store opens in Churchill Square, Brighton tomorrow (Thursday, March 19) at 10am in the unit formerly occupied by Topshop.

The former Churchill Square H&M store opposite Urban Outfitters has now closed, and the new store is “full concept”, encompassing men’s, women’s, kids, young women’s (Divided) ranges and a home section.

The new home section (Image: The Argus)

The opening coincides with the 50th anniversary of H&M selling clothes in the UK, with its first store opening in Brent Cross in 1976. The UK was the brand’s first overseas market outside Scandinavia.

H&M first arrived in Brighton in 1982, marking the Swedish brand’s fifth store in the UK.

“Brighton is one of our key cities,” said UK and Ireland managing director Karen O’Rourke.

“We have been here so long that we feel part of the Brighton community and what we stand for as a brand – liberating fashion for the many – is exactly what Brighton stands for.”

The sportswear section (Image: The Argus)

Brighton still retains a second H&M store on Western Road and Karen believes the brand has “enough of the Brighton customer to facilitate both stores”.

The new store is a first for Brighton in several ways, not only because the home section is the city’s first, but because of new technology.

Alongside traditional staffed tills, the store will operate mobile payment, which means staff can come to customers when they need to pay, and self-checkout tills.

Karen says the opening will be accompanied with significant “hype and buzz” with a coffee and pastries cart and a DJ.

Inside Brighton’s new H&M store (Image: The Argus)

The first 200 customers who are H&M members will receive gifts including a £20 gift card and goodies from Audrey’s, a Sussex chocolatier.

“We’re looking forward to a celebration with the local Brighton customer,” Karen said.

A quarter of the UK population is signed up to the H&M loyalty scheme, making it one of the biggest in the country.

The store has been transformed in the style of H&M “2.0” with a glossy, luxurious feel.

The changing rooms have been designed in the style of those in the Stratford store which are reportedly a firm favourite with content creators who praise its lighting and feel.

“We have amazing lighting,” Karen said. “It has a neutral, pared back but elevated feeling of luxury signalling where we’re going as a store. It’s practical but beautiful.”