Workout classes available at the experiential store include “Good Move” dance classes, classes organized by the local Brooklyn gym Grind House, yoga classes provided by local studio Modo Yoga NYC, and pilates and hot yoga classes put on by the woman-owned YO BK studio. There will be one free class offered each day, which customers can sign up for using H&M Williamsburg's website.
H&M Move is the retailer’s entrance into the athletic wear category, which launched late last summer. While the store has the “Move” theme, it will feature clothing from the latest collection under the banner, the “Empower Collection.” According to the release, the collection features fashionable and functional clothing and accessories for men, women and kids. The clothing features H&M’s workout tech, like DryMove and ShapeMove, which keep wearers dry and provide additional support.
H&M is just one of the countless retailers that have experimented with the size of stores and in-store activations to keep consumers coming back for more.
“We’re constantly trying to engage and reach our customers in new and exciting ways, and this new space shows how we’re moving forward with a customer-centric vs. product-centric mindset,” Li previously told Retail Leader Pro.