H&M Launches New Home Decor Section at Flagship Store in Singapore

September 2023

Swedish clothing company H&M has announced that it will offer a selection of items for home furnishings at its flagship Orchard Road store in Singapore. Products will include bed linen, dinnerware, textiles and furniture.

H&M Home, the home decor arm of the retail giant, will be allocated a section of the first floor of the store at Orchard Building in Somerset. This will have a dedicated entrance and will also be accessible through the women’s section. H&M Home was initially launched internationally in 2009, including items such as bath accessories and lamps.

H&M Home is already available in other countries in the Southeast Asian region, including Malaysia, Thailand and the Philippines. H&M entered Singapore in 2011, opening its Somerset store. It now has eight outlets in Singapore.

In the city-state, items from the H&M Home line have so far been available only for certain periods as part of the H&M Holiday Pop-up, usually held before Christmas. The introduction of the H&M Home section coincides with the reopening of the flagship store, which has been revamped.

H&M highlighted that the company is stepping up its digitalization processes in response to evolving customer needs in the fashion industry, including integrating its physical and digital shopping channels.

(Source: The Straits Times)

Our Services

Orissa International provides consulting services to companies that want to develop a market entry strategy for Southeast Asia or implement their business expansion into the region. We have very strong domain knowledge of markets and industry sectors, and a business network of over 16,000 distributors, resellers, and system integrators, built through advising and guiding more than 5,000 companies with their market expansion into Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines over the last 25 years.