The Digester

Nearly 50 years after its first British shop, H&M opened a new Brighton store fitted with RFID and self-service tech as UK boss Karen O’Rourke says the company will keep investing in high street stores and live-brand events to meet customer demand.

H&M’s new Brighton store brings the retailer’s main-brand UK total to 197 and is fitted with RFID tracking and self-service scanning.
Karen O’Rourke says H&M will continue to invest in physical UK stores because customer demand favors experience as well as transactions.
The H&M group operates about 4,100 stores in 80 countries and totals roughly 230 UK locations when sister brands are included.
Almost a quarter of the UK population has signed up to H&M’s loyalty scheme, which the company uses to drive events, launches and in-store demand.
H&M is countering cheap online rivals with designer collaborations, in-store events, repair services and a shift toward higher quality and sustainability rather than competing on price alone.

H&M opens tech-led Brighton store and pledges continued UK high street investment

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