High-street giant H&M is introducing its home décor concept in the Middle East, starting with two stores in the UAE. This move comes almost a decade after the Swedish brand set up its first retail clothing and accessories shop in Dubai’s Mall of the Emirates, back in 2006.
H&M Home is due to open in March 2015 in Dubai’s Deira City Centre and the Abu Dhabi Mall. The new season’s collection, influenced by nature, floral prints, and olive tree designs which are reminiscent of the Mediterranean aesthetics, will be available just in time for spring.
“I love the possibilities of spring, as the new season brings light and nature into the home. We have so many great ideas and amazing new products to refresh every room in the house,” said Evelina Kravaev Söderberg, H&M Home’s head of design.
Keeping in line with its ready-to-wear fast-fashion sister brand, H&M Home will focus on design and decoration at affordable prices, with accessories—such as bedding, kitchenware, cushions, candles, dinnerware, and bathroom adornments—that will cover almost all areas of the house.
—Stephanie Khouy
