Retail giant H&M unveils new showcase store in the heart of Le Marais, Paris.
In the heart of Paris's fashionable Marais district, H&M has opened its latest flagship store, marking a significant move upmarket for the brand. Spanning 1,000 square metres at 43 Rue des Francs-Bourgeois (Paris 4e), the new store was previously the home of Barbara Bui.
The H&M flagship, designed by an in-house Swedish team, boasts a modern and contemporary aesthetic, showcasing the brand's most beautiful collections. Emin Sassi, the communications director, explained that the store was designed to be a modern showcase for H&M's offerings.
The pre-owned selection, a key part of H&M's move towards circularity, is available on the ground floor, alongside a "pre-loved second-hand" section. One hundred pre-owned pieces have been carefully selected from the brand's archives and collaborations with renowned designers.
This isn't the first time H&M has introduced a pre-owned selection. The Marais store follows the ChausseΓ© d'Antin location, which began offering used pieces from the H&M archive and collaborations with famous designers. Two more H&M stores are expected to join the initiative in the future.
The second-hand selection currently represents 10 percent of the Marais store's turnover, a figure that the teams expect to grow given the increasing demand from customers who want to consume more responsibly. This move towards circularity is in line with H&M's commitment to becoming climate positive, using only recycled or sustainably sourced materials by 2040.
The collections in the H&M flagship are arranged with menswear on the basement, womenswear, lingerie, jewellery, and beauty on the ground floor and first floor, which features a glass roof.
The H&M brand has an online presence in 25 markets, and the pre-owned selection is also available online. The two H&M stores in France that have already introduced the sale of used pieces are located in Paris and Lyon.
The H&M flagship opened on September 4, 2025, and is set to become a must-visit destination for fashion enthusiasts in Paris. With its commitment to sustainability and circularity, H&M continues to evolve and adapt to the changing needs of its customers.
