The new store will be located on Hufvudstaden’s historic Birger Jarlspassagen. Credit: H&M/ ©Cision.

Global fashion giant H&M is set to unveil a new pop-up store in the Birger Jarlspassagen, Bibliotekstan, Sweden.  

The pop-up will feature H&M’s autumn 2024 collection and is scheduled to launch on 12 September, with its official opening on 16 September.

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The move is part of a broader strategy to differentiate the brand from its competitors.  

The Stockholm pop-up will be situated in the heart of the Bibliotekstan shopping district, a location chosen for its historical significance and foot traffic.  

The opening will see the fashion brand taking over larger parts of Birger Jarlspassagen. 

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The Birger Jarlspassagen is Stockholm’s smallest and oldest shopping centre and was opened in 1897. 

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Hufvudstaden, the property’s owner, has a long-standing presence in the area, having acquired the property in 1963.  

In a unique collaboration, Hufvudstaden’s current tenants, chef and restaurateur duo Adam & Albin, will lease the premises to H&M.  

The arrangement comes as Adam & Albin temporarily close their restaurant for renovation and the development of their new restaurant concept, Misshumasshu.  

The pop-up will be accessible via entrances on Smålandsgatan 10 and Birger Jarlsgatan 9 in the Rännilen area. 

The announcement of the new pop-up comes shortly after H&M revealed plans to open its first H&M Beauty flagship stores in Sweden.  

The company is implementing new strategies to stand out in the competitive fashion market, with activations planned for September and further pop-ups at selected global locations.