H&M's first UK concept store comes to Camden (yes, Camden!)
H&M is coming to Camden, of all places, with its first UK standalone store.
The new concept store will open under its Divided brand, a streetwear sub-brand which is normally stocked in H&M stores. It will have a warehouse-type interior, selling both men's and womenswear over two floors.
A H&M spokesperson said: "It's a young-focus store. Divided is aimed at 15 to 25-year-olds. It's more trend-led denim and fun fashion. We feel our target customer is within the Camden area, so it will do really well."
Ah yes... but just how will Camden feel about H&M?