H&M Home reopens flagship store on Drottninggatan with new global store concept and visual identity
H&M Home has reopened its flagship store at Drottninggatan 50 in Stockholm, Sweden following an extensive renovation. The 383 sq m location will be the first Home offering globally to showcase the retailer’s new store concept and updated visual identity.
It is designed as a series of connected rooms that guide customers through different areas of the home, from social spaces such as the living and dining room to more personal settings including the bedroom and bathroom.
“H&M Home is constantly evolving, while staying true to its core. We want to preserve the warm and welcoming character that customers associate with the brand, while refining and modernising our expressions. At Drottninggatan, this comes to life through a new store concept where materials, scale and carefully curated environments work together to create an experience that feels both contemporary and timeless. It reflects the direction we will continue to develop for H&M Home, with design, quality and the home at its heart,” says Evelina Kravaev-Söderberg, Head of Design & Creative at H&M Home.
“Drottninggatan is a strategically important destination for Home and a natural home for our Swedish flagship store. The new store represents the future of Home and a clearer expression of the brand. Home is aspirational and inspiring, while always remaining close to customers’ everyday lives. We look forward to welcoming both local and international visitors to a store that sets the standard for Home going forward,” says Frida Dahlquist, General Manager at H&M Home.
The store will also continue to offer Home’s monogramming service, allowing customers to personalise selected products, as well as an integrated florist concept in partnership with Bunchery.
2026 RTIH Innovation Awards
Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
