After a long period of renovation, the Swedish fast fashion retailer H&M has opened its second flagship on Paris’ famous boulevard Haussmann, one of the most frequented shopping areas in town. The new addition is in the former store of Bouchara, a specialist for home and interior design textiles, and situated directly in front of Galeries Lafayette.

The traditional department store may be surrounded by two H&Ms, one at street number 54 and the new one on 1, rue Lafayette, but Groupe Galeries Lafayette, which owns the building, chose to add its competitor to the neighborhood. H&M has a normal leasing contract with the group and occupies 2,000 sq. meters over three floors. Subsequently, the retailer carefully edited its offerings in the new store to complement the other flagship.

For its vast, airy sales area, the retailer has proposed BiB (for bigger sizes) and MAMA (pregnant women); for the basement the cheaper L.O.G.G.; and for the first floor womenswear. The second floor, meanwhile, is completely reserved for childrenswear, with collections for babies, kids and teens.

Save for Galeries Lafayette and Le Printemps, boulevard Haussmann is now primarily in the hands of verticals such as Zara, Mango, Benetton and H&M.

–Barbara Markert