H&M opens two sportswear stores in London for the duration of the Olympic Games

It’s H&M’s turn to announce its plans for the Olympic Games. Just a few weeks away from the start of the competitions (27th July, ed.), the Swedish giant will join the party in London in its own style: the opening of two pop-up “H&M Sports” stores has been announced for the beginning of July. The chain’s new kind of pop-up stores will house not only the brand’s standard sportswear range, but also special menswear, womenswear and kidswear collections in “patriotic” colours.

Photo: H&M Sports

The two stores in question will be open for ten weeks, the first at Covent Garden from 6th July onwards and the second at the Westfield Stratford City shopping centre as of 7th July. Whilst the latter will look like the generic, modern retail store, the former’s lay-out and decoration will take its inspiration from school gyms.