Global Mutual has secured an industry-leading deal with H&M at Affinity Staffordshire, where the brand will launch its only UK store in an outlet setting this Spring.
The new H&M unit will span 7,000 sq ft, offering Affinity customers a fresh way to experience a much-loved international brand, with an emphasis on delivering greater flexibility and value for shoppers.
News of the H&M letting is a strong start to 2022 for Global Mutual following a busy 2021 in which 20 per cent of the total Affinity portfolio was let to new brands. Asset manager Global Mutual completed 31 deals across the four outlet schemes. Names such as Crew Clothing, Saltrock and Next re-energised the centres with exciting new openings, complementing the existing retail mix as customers returned in their droves following the new year lockdown. In total, 70,000 sq ft of space across the portfolio was let in less than 12 months, indicative of the continued attractiveness of Affinity’s locations to prospective occupiers and the resilience of the outlet model through the pandemic.
Rachel Scott, Asset Manager at Global Mutual, comments: “Securing a big name like H&M is the perfect way to kickstart 2022. Loyal shoppers from across the region will welcome this new store with open arms. It really is a pivotal deal for us and for H&M and we are thrilled that H&M selected Affinity Staffordshire as the ideal location for its exciting outlet venture.”
Nicky Lovell, Head of Outlets and Business Development at Global Mutual, adds: “We see this letting as a major vote of confidence in Affinity Staffordshire and a reflection of the appeal of our model to retailers. As the retail market continues to reposition itself post-pandemic, it is becoming clearer that the outlet environment is increasingly sought after for both consumers and brands offering convenience, value and quality within a welcoming and accessible setting. This was evidenced by the five per cent increase we recorded in sales portfolio-wide in 2021 compared with 2019 – a great result for our brands and a clear signal of how UK consumers are choosing to shop.”
Founded in Sweden in 1947, H&M opened its first U.K. store in 1976. Over forty years later, H&M’s U.K. and Ireland portfolio has grown to include more than 240 stores. Customers visiting the new Staffordshire store will notice a warmer, more welcoming interior and relaxed environment, and a lower volume of products which will be displayed in an inspirational way.
With sustainability at the heart of its business model, H&M continues to lead the transition to circular, climate positive fashion. These values will be built into the foundation of the new Staffordshire store which offers H&M’s Garment Collection and Recycling service. Launched in 2013, H&M’s Garment Collection and Recycling scheme allows customers to donate any unwanted clothes and textiles, by any brand, whilst shopping in-store. All donated items are recycled with 0% going to landfill.
To encourage customers to use their Garment Collection programme, H&M offer Conscious Points in addition to a digital voucher. The H&M garment collecting scheme is just one example of the many projects H&M has implemented to lead the change towards 100% circularity.
Toni Galli, Country Manager for H&M U.K. & Ireland said: “We can’t wait to open a new store in Staffordshire this Spring. We always strive to offer our customers a meaningful shopping experience where style, creativity and culture are celebrated, and we are confident that our new Staffordshire store will offer our customers exactly this!”
