Dive Brief:

• After opening the store last year, H&M has turned its Williamsburg location in New York into a “kinetic, tactile playground” to highlight its activewear brand, H&M Move, according to a Friday press release.
• The company is showcasing its latest H&M Move Empower Collection, which features apparel and accessories for kids, women and men, such as its ShapeMove tights. The collection is available at select stores, including its Williamsburg location, and online. 
• The retailer is offering dance, fitness, yoga and Pilates classes inside its Move Studio within the store until Feb. 22. Shoppers can access one free class per day.

Dive Insight:

H&M debuted its 7,000-square-foot Williamsburg location last year with plans to integrate Brooklyn-based brands into a dedicated space. The retailer planned to start its activations this year, rotating between fashion, art, music and community businesses. 

“H&M Move aims to democratize movement, making it fun, inclusive, and stylish; exactly what the latest chapter of H&M Williamsburg is all about,” Linda Li, head of customer activation and marketing for H&M Americas, said in a statement. “We’re inviting Every Body to come together to celebrate movement at H&M Williamsburg with a playful and unexpected experience in our new neighborhood. Customers will also have the opportunity to discover our latest functional athletic wear, made with quality materials, including DryMove and ShapeMove.” 

H&M has been introducing other collections and brand partnerships to its customers. In December, the company introduced its metaverse-inspired collection, which also had a physical collection with a neon yellow dress, metallic sandals and futuristic jewelry. Later that month, the retailer teamed up with Good American to offer apparel on its Swedish and German websites as part of its H&M with Friends concept alongside other brands like COS, & Other Stories, Arket and Weekday. 

In addition to its offline collections, H&M teamed up with the metaverse studio Dubit to create a virtual experience on Roblox. As part of its efforts to promote sustainability, the two crafted a digital space where players can recycle their clothing and obtain elements that will enhance their runway looks.

Between these collection rollouts and the Williamsburg store opening, H&M cut 1,500 employees as part of its cost-cutting efforts in November. The move will save the company around $188 million annually.