Take a look inside the brand new H&M now OPEN in Northampton town centre – as dozens of shoppers queue early to get discounts

H&M has today (Thursday) opened its brand new two-storey store at the former New Look inside the Grosvenor Centre.

To celebrate the opening, the first 100 H&M members in line received a £20 gift card, as well as all customers receiving 20 per cent off their in-store purchases today only.

The new store spans over 1,400 square metres, offering a ‘fresh and elevated’ shopping experience intended to ‘streamline service and improve convenience,’ according to H&M.

Inside, the store has Womenswear, Divided, Menswear, and Kidswear collections, with a layout designed to ‘enhance the shopping experience’ including self-service checkouts, click and collect lockers, and a modern open interior across two floors.

The international fashion chain has been refitting the store out for over a year as it relocates from its premises in Abington Street, which has now closed down after 26 years.

Klas Degeryd, Head of Expansion UK & Ireland, said the company is ‘delighted’ to be opening in Northampton.

Mr Degeryd said: “It’s a key location that reflects our ongoing investment in the UK market. Situated in the Grosvenor Centre, this store brings H&M even closer to our customers in a vibrant and well-loved retail destination. With its contemporary design and enhanced features, the store is built to offer a more inspiring and effortless shopping journey for our customers.”

Jason Gregg, Grosvenor Centre director, said: “Grosvenor Shopping is delighted to welcome H&M into the centre; their exciting new store will further broaden the centre’s offer and give shoppers in Northampton even more access to fantastic fashion and great value clothing. Spread over two floors, H&M are a superb addition to the centre, and this is a major step in our journey to develop the shopping centre.”

West Northants Council (WNC) has provided a multi-million loan to Grosvenor Centre owners Evolve Estates to refit the large, modern unit for H&M.

Explaining the loan, a WNC spokesman said: “Borrowing for companies of any size has become increasingly challenging, and this arrangement provides immediate certainty to Evolve and confidence to H&M to progress the deal at speed, realising the opportunity of an enhanced H&M offer in the town.

“The national retail climate is such that some high-profile high street brands such as H&M and Primark can require, as part of any lease, that fit-out costs are covered and rent free periods are in place. The wider benefits to the town are significant – increased footfall raises its profile to other investors and increases confidence with new and existing tenants.”

They added: “This [loan] would involve further significant due diligence including legal and financial checks before any loan agreement is signed, along with significant safeguards to protect the Council in the unlikely event of a failure to repay.”