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.