H&M targets premium market with 'Adorables' children's line at Galeries Lafayette
H&M is expanding its presence in Parisian department stores with 'Adorables,' its premium line for babies and children launched in 2024. After testing this high-end distribution channel in London with a pop-up at Selfridges last fall, the Swedish brand has opened a permanent corner at the Galeries Lafayette Haussmann flagship. The 63-square-meter space, inaugurated on May 12 in the presence of the brand's teams, underscores its commitment to premiumization.
"Opening this shop-in-shop in the fashion capital and in this iconic retail location is a very special moment. It will enable us to meet new customers. It may be the first time people buy an H&M product," said Sofia Löfstedt, design director of H&M Kids.
At Galeries Lafayette, the Swedish group— which has hosted pop-up stores there for its Cos and & Other Stories brands— aims to attract a more upscale local and international clientele, with a strong focus on fashion and product quality, said Manuel Da Cruz, H&M's area director for Ile-de-France.
Light wood furnishings, rounded tubular racks, rugs on the floor and country flowers create a soft, contemporary atmosphere. The brand welcomes new customers on the floor dedicated to children.
Designed for ages 0 to 10, the collection is displayed in a mixed layout and divided into three sections: newborns, babies and children. It offers timeless pieces in subtle, powdery shades alongside a seasonal, fashion-forward selection for summer featuring sponge dresses, playful patterns and swimwear. The line prioritizes natural, high-quality materials such as organic cotton, silk and merino wool.
H&M operates the pop-up at Galeries Lafayette as a concession with four sales staff. The brand does not plan to open additional 'Adorables' pop-ups in department stores, though a selection of the collection is available at its flagship on rue La Fayette and at Forum des Halles in Paris, its most lucrative store worldwide, which is undergoing major renovations.
H&M is also renovating its stores in the Ile-de-France region, where it operates about 30 locations within its 168-store French network. "We expect to complete the renovation program, which is based on a new concept, by the end of 2025. For example, we are currently converting the Les Halles and Beaugrenelle stores in Paris as well as the one in Levallois," said Manuel Da Cruz.
Over the past decade in Paris, H&M has refocused its portfolio on key locations and closed several stores, including those on rue de Rennes and the Champs-Élysées.
This fall, H&M will open a permanent store in the Marais district, although the address has not yet been disclosed. The move will strengthen its fashion positioning. Last year, the brand tested this trendy, premium district with a temporary arty pop-up on rue de Turenne. In September, H&M will continue to remodel its presence and image in the French capital.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Euronews
11 hours ago
- Euronews
Adult content creators warn new Swedish law ‘takes away safest option'
A new law in Sweden that makes it illegal to buy custom adult content will take effect on July 1. But the content creators say it makes their profession more dangerous. The new updated legislation makes it so anyone who purchases online sexual content (sexual acts performed remotely with no ty physical contact) or operates a website that makes it easier to get in touch with adult content creators could be imprisoned for up to one year. Sweden's updated laws are the latest in a series of restrictions to digital porn, like France's age verification law that saw Pornhub temporarily stop operations there, the US' Take it Down Act or the EU's directive to ban sexual deepfakes by 2027. 'The idea is that anyone who buys sexual acts performed remotely should be penalised in the same way as those who buy sexual acts involving physical contact,' Gunnar Strommer, Sweden's Justice Minister, told the newspaper Svenska Dagbladet. Swedish adult content creators told Euronews Next that the government should reconsider the new law because it could push some of them to more unsafe types of content creation. 'This is just the beginning' Amanda Breden is a Swedish online adult content creator who's been using online platforms such as OnlyFans for her business, amassing roughly 33,000 followers over the last four years there. Her business model includes a subscription-based channel where, for $10 (over r€8) a month, users can get access to a large collection of adult images and photos that she's created. Her second free channel generates income through custom content requests that she gets through direct messages (DMs) from fans. The channel is also something that her husband Max works on, doing the accounting, the payroll and the camerawork. 'The [Swedish] law doesn't just affect me as a creator - it takes away the freedom to do what we want with our own lives,' she told Euronews Next. 'People may not realise that this is just the beginning,.' she added. Euronews Next reached out to OnlyFans and Pornhub, two major online platforms for adult content. Both said they would comply with the laws in Sweden but did not elaborate on how they would. OnlyFans has less than 45 million monthly users in the EU, according to the latest transparency report. Pornhub sees about 26.1 million monthly users in the EU, it's website says. 'OnlyFans can save many women from the streets' The law wouldn't affect Breden too much, she continued, because she has other streams of income, including a hotel and cafe in Sweden. What is a concern for her is if OnlyFans starts 'blocking' Swedish creators 'because they're afraid of being sued or accused of pimping.'. 'I would actually argue that OnlyFans can save many women from the streets and from pimps who try to control them,' Breden said, noting that it lets creators choose the type of content they sell and that they are able to work from home. Emma Larsson, an adult content creator, told the European Sex Workers Rights Alliance (ESWRA) that it would push content creators like herself into more unsafe workplaces. 'Our income will decrease so much that we'll be forced to offer services and fulfil requests we would otherwise never agree to,' she said in a pressrelease. 'This law will push us into dangerous situations and take away our safest option.'. 'A dangerous European precedent' The idea behind Sweden's updated law, according to the government, is to 'strengthen protection against sexual harassment,' fraud against the elderly and crimes with gender as a hate crime motive. Advocates and adult content creators say there's a general misunderstanding of the rules that platforms already have in place to curb dangerous sexual content. OnlyFans says in it's content moderation policy that it uses a combination of human and automated filters to determine which content creators cannot be verified as over 18+, that are generated by artificial intelligence (AI), violent or extreme content, and that consent has been given, among other criteria. 'I've had several videos removed, even though they were just harmless roleplay,' Breden said. 'You're absolutely not allowed to even hint at anything that could be seen as 'forced' or similar.'. Advocacy groups are also concerned about how the laws would be enforced. The European Sex Workers Rights Alliance said there are risks that the police could be empowered to search phones, computers, and online accounts that are linked to the creation of online adult content. That then raises 'serious issues around digital surveillance and privacy, especially for vulnerable groups like sex workers already facing discrimination and criminalisation.'. 'This law would set a dangerous precedent across Europe,' the press release reads. If the government is concerned about safety, Breeden said the company could instead increase the age limit to 25 from 18 to access adult content sites like OnlyFans.
Euronews
a day ago
- Euronews
German and French industry united on US aircraft sector tariffs
The German Aerospace Industries Association (BDLI) wants only US completed products aircraft and helicopters to be targeted by the EU for retaliatory tariffs - leaving the market for the supply of parts unscathed - if trade negotiations between the EU and the US founder, the group has told Euronews. It's position aligns it with the French sector's stance. 'If the EU must respond, counter-tariffs should focus strictly on fully finished aerospace end products – such as complete aircraft and helicopters – and explicitly exclude spare parts or critical products,' BDLI said in an email to Euronews. 'This is essential to avoid unintended harm to European and global production networks.' US aircraft are included in the European Commission's draft list of €95 billion worth of US products that could face duties if ongoing negotiations fail. The list was open for industry consultation until 10 June and now awaits approval by EU member states. BDLI's position mirrors that of Airbus CEO Guillaume Faury, who also chairs the French aerospace association GIFAS. Speaking to French media in May, Faury backed tariffs on finished aircraft but warned against measures affecting spare parts, to avoid disrupting the global supply chain. A source familiar with the matter told Euronews that the French government supports the stance of its aerospace industry. In response to the EU's inclusion of aircraft in its draft retaliation list, the US has launched an investigation that could pave the way for the Trump administration to impose additional tariffs on the EU aerospace sector. Trade tensions between the EU and the US risk reigniting the long-standing rivalry between aerospace giants Boeing and Airbus. However, the two economies' production systems are tightly intertwined. For instance, the LEAP engine, used in both Airbus and Boeing jets, is co-produced by US-based General Electric and France's Safran. Aircraft remain a central issue in ongoing EU-US negotiations. Following a discussion with US President Donald Trump on the sidelines of the G7 summit in Canada on Monday, European Commission President Ursula von der Leyen said both leaders had directed their teams to accelerate negotiation. EU Trade Commissioner Maroš Šefčovič also met with US Trade Representative Jamieson Greer on Monday, on the margins of the G7. A follow-up meeting with US counterparts is scheduled to take place in Washington on Thursday and Friday, an EU spokesperson confirmed. The US currently imposes tariffs of 50% on EU steel and aluminium, 25% on cars, and 10% on all other EU imports. President Trump has warned he will raise tariffs on all EU imports to 50% if no 'fair' agreement is reached by 9 July.
LeMonde
2 days ago
- LeMonde
The French government is stepping in to rescue Eutelsat
On Friday, June 20, President Emmanuel Macron is expected at the Paris Air Show in Le Bourget and aims to make the event a turning point for France and Europe's space strategy. "We are witnessing a dramatic acceleration of the space sector" that "is being privatized at breakneck speed with extremely ambitious projects, especially from the Americans, but also from Chinese players." It is also "becoming militarized very, very quickly," explained an Élysée adviser ahead of the president's midday speech from the "Paris Space Hub" – the Le Bourget hall devoted entirely to the sector. The war in Ukraine has highlighted Europe's dependence on Starlink, Elon Musk's satellite communications network. "Europe needs to "act independently, not be dependent on external solutions," the Élysée acknowledged. In this context, the government announced on June 19 that it would strengthen the state's stake in Eutelsat, the French satellite operator whose low-Earth orbit constellation is, for now, the only viable European alternative to Starlink. To achieve this, France's State Participation Agency (APE, the government's shareholdings agency) will take a major share in Eutelsat's €1.35 billion capital increase; the APE alone will contribute €717 million. At the same time, it will purchase the 13.6% stake currently held by Bpifrance, bringing its total holding to 29.9% – just below the threshold that would trigger a mandatory takeover bid for the entire company.
