H&M launches first store in Hue

H&M launches its first store in Hue. Photo: H&M

This exciting expansion into central Vietnam highlights H&M's commitment to bringing fashion to new regions across the country.

Covering 854 square metres of shopping space, the new store is located inside the highly anticipated AEON Mall Hue. The store opens its doors to the public on October 11, offering local customers access to H&M's latest fashion collections.

"We are thrilled to open our first store in Hue, a city rich in cultural heritage and youthful spirit. At H&M, we constantly challenge conventions to make fashion more inclusive, accessible, and sustainable. This store represents our commitment to bringing diverse, affordable, and innovative fashion to the people of Hue, empowering them to celebrate their individuality and express themselves with confidence," said Frankie Shadbolt, sales manager for Southeast Asia.

As a city known for its deep historical significance and cultural heritage, Hue has long been a centre of creativity and tradition. From the grandeur of its imperial past to its restored historical landmarks, the city has a unique identity that blends the old with the new. H&M is excited to complement this dynamic spirit by offering modern fashion choices that resonate with Hue's youthful and evolving community while respecting its rich heritage.

H&M Aeon Mall Hue will offer an array of styles from casual essentials to trend-driven pieces, catering to both locals and visitors who appreciate global fashion with a local offering.

The store will feature a full range of fashion collections. As with all H&M stores, sustainability remains a core focus, with initiatives such as the garment collection programme encouraging customers to bring in unwanted clothing for recycling in exchange for vouchers.

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