With two renovated shopsin Ermou and PiraeusH&M begins the implementation of a different operating model, which incorporates all the brand collections in a single space – from men’s and women, to children’s and home species, as announced yesterday (26.6.2025) company executives during a journalistic tour of the new fashion group.
Specifically, the H&M Flagship store in Ermou reopens today (27.6.2025), while the fully refurbished store in Piraeus follows July 4.
“These re -operations mark a landmark for H&M Greece, demonstrating our commitment to offer a unique experience that combines technology, viability and local character. Our goal is to create inspirational spaces in which anyone can express themselves through fashion and enjoy a modern, comfortable purchasing experience, “said the company’s sales manager in the Greek market, Thomas Estrany.
The new store model has already been piloted in major fashion cities around the world such as New York, Paris, Milan, London, and now officially comes to Greece worldwide and shortly after Madrid, placing Athens at the center of fashion for H&M.
Depending on the course of launching the new store model, the company will determine how the other network stores will be formed in the coming years.
Renovations continue in Attica
The remodeling plan has already been implemented, with the beginning being in Attica, where H&M has 14 stores. For the past two years, 7 of them have been renovated (Ermou, Piraeus, Glyfada, Nea Ionia, Spata, River West, Chalandri), and the rest are expected to be completed by 2026, based on the new standard.
The “Family Store” approach is not only about new points, but it is projected to gradually be implemented throughout the company’s network, inside and outside Greece.
As far as Southeast Europe is concerned, 12 H&M stores have already been renovated, while 25 more projects are foreseen for 2025. In the same context is the new store in Sarajevo, as well as two more facilities in Balkan countries, which have not yet been announced.
Flagship store in Ermou
In the heart of Athens, the H&M flagship store in Ermou, with a total area of 4,000 sq.m. and 2,356 sq.m. Commercial space, it is re -established to the public with smart services such as Click & Collect, automatically locks, smart trials, digital screens and details that retain its historical character.
It is worth noting that Greece was chosen to become the first strategic change station, as the Greek market recorded high performance on turnover and traffic.
At the peak, the store employs around 100-120 employees and will remain open on Sundays of the tourist season.