H&M is to launch a new brand into the UK and is set to open the store next week.
The fashion retailer is set to unveil its first Divided by H&M store in London’s Camden adding a third fascia to its UK portfolio.
Last year it launched its first Cos store on Regent Street the global debut for the more upmarket classic concept brand.
Divided, which H&M already operates in Sweden, is its teenage fashion range and the store, which will open at 213-219 Camden High Street in north London, will include scaffolding rails, colourful display blocks and oversized speakers to attract younger customers.
The store, which will span 8,223 sq ft over two floors, is the first Divided store outside Sweden.
H&M would not comment on the possibility of a roll-out of the concept in other UK locations.
Magnus Olsson, H&M’s UK country manager, said: ‘This store is the first of its kind in the UK. 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.’
Earlier this year H&M bought a 60% stake in Fabric Scandinavien, the parent company behind Swedish fashion chains Monki and Weekday.