H&M Moves Into Athletic Apparel With A Studio Retail Space

Hands up who is still pursuing their ‘be more active’ new year’s resolution? To keep me motivated, I like to go shopping for something new. Maybe a new top, some shorts or some new sneakers. Well H&M, who launched their Move range 6 months ago, have decided to add a little more motivation to their shopping experience.

Until late this month, the Swedish brand have kitted out its branded experiential store in Brooklyn, New York, as a Move Studio. A space where they have ‘invited their favourite neighbours to teach signature workouts… to elevate both the physical and mental strength of any body.’

The Move Studio itself is inspired by colour therapy and boasts the space to do anything from ballet/pilates mashups, Afrobeat groove sessions or restorative yoga. One class per day is free for H&Ms loyalty members.

This is by no means a first for an athletic apparel brand. Gymshark has recently opened their first store on Regent’s Street in London with a focus on community, offering classes to add to the premium shopping experience. And Nike are no strangers to an experiential store.

What is more telling is that a traditionally more fashion-focussed and budget friendly brand are making the move into athletic apparel and are putting money behind promoting both their range and the active lifestyle this feeds into. If this makes us all feel a little more Zlatan, or Jane Fonda, long may this sort of thing continue.