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The H&M Game Plan: Home Goods and Major Expansion in NYC

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Images courtesy of H&M

There's already close to a dozen H&M locations in Manhattan. So what makes the newest location on Fifth Avenue so special—besides being the largest store to date, and that Jeff Koons collaboration? Two words: Home goods.

Though the affordable range has been available online since last summer, this is the first time New Yorkers can shop the line in real life (the first store to debut home goods was in New Orleans. Click through the gallery above to check out what you'll find in store.

Meanwhile, H&M certainly isn't slowing down after the debut of this mega-store. "There are pockets in New York that we have not captured," the company's North American president, Daniel Kulle, told WWD at this store's launch party earlier this week.

"We have nothing south of SoHo. There are pockets on the Upper West Side and pockets in the boroughs," Kulle continued. "We're going to do more in the boroughs and more in Manhattan. We're going to be very active."

But remember, not all of these store will be H&Ms. Aside from the new largest store ever slated for Herald Center, there's also COS on Spring Street and & Other Stories on Broadway, both set for their stateside debut before the end of the year.

"We'll see how we can grow in the U.S. with those two brands in the coming years," Kulle told the paper.

Perhaps the company is thinking about replacing the H&M on 51st Street with one of those labels? "We don't know what we're going to do. Nothing is decided," he emphasized. "We judge our real estate portfolio carefully to see what can play in different locations."

Regardless, the buzz word inside the Swedish company right now is definitely more. "More stores and more brands," Kulle added. "We're always going to surprise."
· H&M Plots Further Expansion in Manhattan [WWD]
· Free Money, Home Goods: The Crazy New H&M Is Almost Here [Racked NY]
· H&M Lands Jeff Koons for Its New Insane Fifth Avenue Flagship [Racked NY]