H&M opens a flagship home store – and these are the best buys for summer

H&M's new concept home store has opened in London's Regent St, and we are already obsessed with the affordable buys...

H&M opens new store
(Image credit: H&M)

If you are anything like us and constantly on the hunt for on-trend affordable homewares, then you are going to love the new H&M Home concept store. 

The flagship store, which opened last month on Regent Street, London, has already been filling up our Instagram feeds and it's pretty easy to see why. Set across two floors, complete with in-house florist and organic health cafe, the new H&M Home store is way more than just a shop. The dark walls, gold accents and literal jungle of lush greenery makes it feel like you have walked into some über luxe hotel, except everything's for sale and – more importantly – everything's affordable!

'Our H&M Home concept stores complement to our digital offering by offering personal service from H&M Home colleagues, and allowing our customers to interact with the products in an inspirational environment. We are investing in a next level customer experience, and we could not have hoped for a better location for our concept store,' says Anders Sjöblom, managing director of H&M Home.

The store is spilt into gorgeously curated roomsets full of covetable homewares that you can either pick up in store or order online. There's also a monograming service in store, so you can give your new towels and bedding a luxurious upgrade. And if you go a bit mad and buy too much to possibly carry, you can have your shopping delivered to your house, or leave it in store to pick up later. 

But what are the hero products you should be looking out for in the new store? Here are our top five highlights...

1. Add all the tropical vibes with H&M's tableware

Just excuse us while we go and turn our patios into opulent, exotic kasbahs. We cannot get enough of this look, and we love how affordable it is. This tropical table cloth is only £19.99 and the metal lanterns are just £17.99!

Outdoor dining area with tropical table cloth by H&M home

(Image credit: H&M)

2. Get all your beach essentials sorted at H&M Home

H&M Home has you covered for beach essentials this year. These gloriously colourful beach towels start from just £12.99, plus there are some gorgeous beach bags to match...

Beach essentials from H&M Home

(Image credit: H&M)

3. Pick out pieces that will never go out of style

This light and airy look is such a classic, and thanks to H&M Home you can get the look on the cheap. This patterned rug is definitely a contender for our fave product available right now, but head to the new store where there is a whole rug section and you can decide for yourself. Oh, this rug also comes in a super cute pink... 

Scandi bedroom by H&M Home

(Image credit: H&M)

4. Give your bedding a summer update

Trying to pick our favourite H&M bedding was no mean feat; there are so many beautiful options... We just couldn't resist the sunny yellow hues of this floral duvet set, paired with some simple white cushions and a yellow throw. That's your summer bedding sorted. 

Sunflower bedding by H&M

(Image credit: H&M)

5. Go for a classic look with stripes

Just because you aren't on a yacht exploring the French Riviera, that doesn't mean you can't get that effortless, nautical look in your home. The H&M Classic Collection starts from just £3.99 and includes hotel inspired bedding, luxury towels and loads of elegant home accessories. 

Striped bedding by H&M Home

(Image credit: H&M)

H&M Home Regent Street is open between 10am to 9pm, Mondays to Saturdays, 12 noon to 6pm on Sundays; shop online at H&M.com

Hebe Hatton

Hebe joined the Real Homes team in early 2018 as Staff Writer before moving to the Livingetc team in 2021 where she took on a role as Digital Editor. She loves boho and 70's style and is a big fan of Instagram as a source of interiors inspiration. When she isn't writing about interiors, she is renovating her own spaces – be it wallpapering a hallway, painting kitchen cupboards or converting a van.