Hennes & Mauritz launch surprise pop-up stores in London

Hennes & Mauritz will launch a round of ‘surprise’ pop-up stores in London this summer, focusing on sportswear as the capital gears up for the 2012 Games.

The world’s second largest apparel retailer will celebrate a summer of fitness with its new H&M sportswear format, launching in Covent Garden o 6 July and Westfield Stratford City on 7 July.

Each store will be open for ten weeks, stocking a selection of H&M sportswear along with a limited edition collection of patriotic apparel exclusive to the pop-up stores.

Magnus Olsson, country manager for H&M UK & Ireland said:"We’re very excited to be opening the UK’s first pop up store in Covent Garden and concept store in Westfield Stratford, it’s a nice surprise for our customers and a new twist on the H&M business concept of fashion and quality at the best price."

According to reports, the Covent Garden pop-up store will look to replicate a school sports hall, while the Westfield Stratford store will focus on a more contemporary concept for its store design.

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