The new 24,000 square foot flagship shop for the Swedish Fast Fashion Boutique H & M (Hennes & Mauritz) opens at 541 Lincoln Road Mall in South Beach in November with a second South Florida location following soon after in the Aventura Mall in North Miami Beach. Fans of the affordable trend retailer have made the sneak preview summer pop-up shop on Meridian Avenue “a huge success” according to Marybeth Schmitt, spokeswoman for the brand. The preview location recently closed in anticipation of the November grand opening.
With only seven locations in the state of Florida, Palm Beach Gardens was the closest place for South Beach shoppers to access the collections; a quest requiring over an hour on the road! The addition of two large format shops in this area is all part of H&M’s significant investment in new locations throughout the United States. Taking over the iconic Art Deco Lincoln Theater building and transforming it into a two level shopping destination makes South Beach one of the largest of the 259 H&M stores nationwide.
South Beach will carry a full range of men’s and women’s clothing and accessories but only Aventura will stock H&M Kids. Crowds for the November 8th launch day will probably exceed corporate expectations, but a number of shopping incentives like gift card giveaways and extended shopping hours from noon to midnight are already part of the plan. Following shortly after the grand opening is the much-anticipated launch of the store’s designer collaboration with Maison Martin Margiela – an avant-garde Belgian known for his unusual clothing and jewelry lines. Currently in previews, the collection will be available on Lincoln Mall on November 15.
At the launch of the H&M x Margiela collection in New York, designer Richard Chai marvelled to the New York Times that Margiela would do a collaboration with H&M because, “he’s so exclusive.” Items from the collection include $13 necklaces with a charm featuring a sleek length of hair (available in blonde or brunette), $99 jeans deliberately crafted inside out and a striking $399 leather motorcycle jacket that looks like it was assembled from dozens of men’s belts.
Dating back to November 2004, selected H&M locations offered a limited edition collaboration with Chanel Designer Karl Lagerfeld that sold out within hours. In 2005, a partnership with Beatle Paul McCartney’s daughter Stella McCartney followed. Demand for these guest design launches proved so successful, the store signed exclusives with Viktor & Rolf, Madonna, Roberto Cavalli, Versace, Marni and Comme des Garcons. Local fashionistas will thrill to learn that the Lincoln Road Flagship has plenty of room to stock all of H&M’s special collections and to showcase every limited edition designer collaboration.
H&M Lincoln Road Flagship opens to the public at noon on November 8, 2012 at 541 Lincoln Road, South Beach.
541 Lincoln Road
Miami Beach, FL 33139