H&M to open pop-up Divided store in East London

Swedish fast-fashion retailer H&M is set to launch an exclusive pop-up store in the Old Truman Brewery, on Dray Walk Brick Lane to celebrate its Divided collection.

The pop-up shop, which is set to open on July 23 and will run for six weeks, will offer the latest range from H&M's women's Divided collection. "We always strive to excite and surprise our customers, and by launching a pop-up shop in East London we have the opportunity to offer H&M's Divided collection to such a diverse range of shoppers and fashion-lovers in an innovative and fun way," commented Carlos Duarte, Country Manager for H&M UK and Ireland.

"East London has a very different vibe to any of our other locations throughout the UK, which makes this pop-up launch so exciting and in the perfect location to present the collection." During the duration of the pop-up shop, H&M will host numerous events and activities in the 1,100 square foot location for customers to attend, ranging from DJs, innovative workshops, jewellery designing and complimentary manicures.

Images: Foxes for H&M Divided AW 15