Australia’s tryst with high-fashion brands is set to continue as Swedish chain H&M opens two more stores in Melbourne. The new stores on Chadstone and Werribee would be offering men’s, women’s, children’s and baby clothing and accessories.
With this, the total number of H&M outlets in Australia will become 18, reports The Sydney Morning Herald. H&M had its Melbourne foray in 2014. It is the second-largest retailer in the world after Inditex.
The Pacific Werribee store will open in July and have 2400 square metres of space. The size of Chadstone store is not yet revealed and may be substantial. This is because the retailer’s first Melbourne store at the GPO in Bourke Street Mall was about 5000 square metres.
In 2015, H&M Australia recorded a net profit of $3.8 million after a loss in the first year. H&M stores are famous for high class, yet relatively affordable stuff. Besides, the collaborations with other companies that offer amazing fashion products.
H&M’s partnership with Balmain has been famous for a version of the French label’s signature blazer, sold at an amazing $700 vis a vis thousands of dollars charged on the couture equivalent. In April, H&M grabbed worldwide attention for the launch of a new range of wedding dresses, all priced under $500.
More international labels are heading to Australia. Reiss will have its Australian launch at the St Collins Lane centre by mid-May. Other major brands that graced Melbourne in the past two years are cosmetics behemoth Sephora and the UK fast-fashion, Topshop, with its partnership with Myer.
Meanwhile, H&M is expanding its International labels Australia in a big way by launching its “Beauty Line” at the local flagships in 2016, reports Harpers Bazaar.
The new range has 700+ products in makeup, hair care, body care and beauty styling tools with extreme fashion flanked by new trends and limited edition colour palettes.
Says Sara Wallander, concept designer for H&M Beauty about the Australian launch: “We are very excited to launch H&M Beauty. It’s an opportunity to be inventive, creative and to have fun with a colour that inspires us.”
Besides Melbourne, H&M has also announced a few more stores at Pacific Fair on the Gold Coast, Charlestown Square, Newcastle, and Broadway and Bondi, in Sydney.