The UK will see the launch of the first Divided by H&M store in Camden on Thursday 17th April 2008. The young profile store is aimed towards Divided customers and shall offer a different shopping experience to the original H&M store. Divided by H&M is inspired by music, art and street culture from around the world.

This Divided store will feature bespoke fixtures and fittings in the form of constructed scaffolding rails, colourful display blocks, oversized speakers, tube lighting and a jewellery box area. The interior will be mainly white and cream with details of monochrome colours such as navy, ruby, bottle green, grey and brass. It will span across 764 sq. meters and is set over two floors.

“This store is the first of its kind here in the UK, so its very exciting for us. Opening such an individual store, location was extremely important and Camden was the obvious choice. It’s such a diverse part of London and is loved for its fashion, music and culture.” says Magnus Olsson, H&M’s UK & I.E Country Manager.

H&M is a global fashion brand and is known for its design collaborations with international fashion icons such as Marimekko, Roberto Cavalli, Viktor & Rolf, Stella McCartney, Karl Lagerfeld, Madonna and Kylie Minogue.


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