Fashion

The Nicest H&M We've Ever Seen Just Opened in Bonifacio Global City

The new spot is the retailer's 40th store in the country.
IMAGE H&M
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It seems like only yesterday when H&M first set up shop in the Philippines. Now here we are, seven years later, and the Swedish retail brand is opening its—wait for it—40th store in the country in SM Aura. As such a momentous milestone, H&M's new spot comes with a new look and feel that mixes its heritage with modernity.

Aside from the look and feel, H&M's top priorities for the new location are the health and safety of both staff and customers. So, you can rest easy when you come by to shop the retailer's latest collections and drops.

"We are excited to welcome our shoppers to our new store," says Dan Mejia, H&M head of communications and press. "The health and safety of both our colleagues and customers remain to be our priority, we will continue to strictly follow the protocols as well as the guidelines set by our local government unit. Moreover, we are a customer-centric organization, and it involves the full customer journey and that also entails the look and feel of our stores. We want to meet our customers' expectations and create a more inviting, caring, and customer-centric environment."

If the interiors look a bit familiar, that's because H&M started testing the look in its Robinson's Ermita store. You can expect H&M SM Aura to have the full experience though with greenery and warm colors. 

See photos of the H&M SM Aura store below.

The H&M SM Aura Premier store opens on September 17.

Photo by H&M.
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The over 1,900-square-meter space occupies up two floors.

Photo by H&M.

Here's a closer look at the menswear section. 

Photo by H&M.

The fitting rooms have sleek wood and steel finishes.

Photo by H&M.
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The same finishes go through the entire store.

Photo by H&M.

Here's a closer look at the womenswear section.

Photo by H&M.

The store also has a kids, baby, and newborn section.

Photo by H&M.
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The store has plenty of cozy vignettes for customers.

Photo by H&M.

You can also bring unwanted clothes that H&M will happily recycle.

Photo by H&M.

Right now, H&M SM Aura has special offers of up to 50 percent off for the opening period.

Photo by H&M.
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Paolo Chua
Paolo Chua is the Associate Style Editor of Esquire Philippines.
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