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. 

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.