Fashion giant H&M has launched a new brand destination in New York City’s SoHo district. 

The 10,000sqft store is located at 591 Broadway and was developed by the brand’s in-house architecture team, drawing inspiration from the aesthetic of the neighborhood’s well-known art galleries.

The store is a new concept for the company, providing a modern shopping experience with the newest fashion-forward womenswear, upgraded styling, and, for the first time in North America, a shop-in-shop exhibiting curated secondhand products. 

“This new location marks our return to SoHo, a neighborhood which continues to be an epicenter of fashion and style,” says Carlos Duarte, president of H&M Americas. 

“We’ve been testing new store concepts in NYC, such as our recent H&M Williamsburg store experience, with the aim of building the best, elevated shopping experience for our customers. We’re excited to bring H&M SoHo to life through curated, trend-driven products as well as a new secondhand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighborhood.”

According to the brand, each fitting room in our H&M SoHo location is outfitted with a Smart Mirror as a personal shopping assistant.

Last month, H&M Group named Daniel Ervér as its new president and CEO as Helena Helmersson departed the company.