The brand’s Drottninggatan flagship reopens as the first store in the world to show the new H&M HOME concept and visual identity.
H&M HOME has reopened its flagship store on Drottninggatan in Stockholm after an extensive renovation. The store at Drottninggatan 50 opened its doors on 16 October 2026, and it is the first H&M HOME location worldwide to show the brand’s new store concept and updated visual identity.
“H&M HOME is constantly evolving, while staying true to its core,”
— Evelina Kravaev-Söderberg, Head of Design & Creative at H&M HOME.
A home in rooms
The 383 m² store takes its cue from modernist architecture: clean lines, warm materials, dark wood finishes and carefully chosen contrasts. Rather than a conventional shop floor, it unfolds as a series of connected rooms, from living and dining spaces to a bedroom and bathroom, so visitors move through it as they would through a home.
In the kitchen area, glazed black tiles frame backlit shelving, set against the warm wood floors that run through the store.
“The new store represents the future of H&M HOME and a clearer expression of the brand.”
— Frida Dahlquist, General Manager, H&M HOME
What’s inside
The edit covers textiles, including curtains, bed linen and towels, alongside tableware, kitchen essentials, bathroom products and decorative accessories, among them smaller lamps, as well as special collections. Children’s interiors, further lighting and furniture are available online at hm.com/home.
Two services make the visit more personal. A monogramming service lets customers personalise selected pieces, and a florist concept, created in partnership with Bunchery, brings fresh flowers into the store.
A new identity
The flagship also introduces H&M HOME’s new visual identity. A new logo and monogram system runs throughout the store, from signage to gift concepts and customer communications.
H&M HOME today
Launched online in 2009, H&M HOME now offers pieces for every room, from furniture and lighting to textiles and decorative accessories. As of October 2026, the brand is present in 60 markets, with more than 480 shop-in-shops and 23 standalone concept stores, 11 of which are run through franchise partnerships. Online shopping is available in more than 44 markets.
Credits: ALL IMAGES Courtesy of H&M HOME