H&M Opens Fitness-focused Experiential Store


H&M is transforming its Williamsburg location into a fitness studio.

What’s happening: The global clothier reopened its branded experiential store as Move Studio, a retail/fitness boutique spotlighting its athleticwear collection H&M Move.

From now until late February, shoppers can drop into classes from local operators like yoga studios YO BK and Modo Yoga, HIIT gym Grind House, and dance concept Good Move, as well as guest workouts from brands like FitOn.

What it means: For activewear and fitness accessories, form and function are essential. And brands are getting creative by selling their vibes…

  • Last April, Bala launched an experiential store in NYC for shoppers to try its high-design fitness equipment.
  • In October, lululemon launched Studio, a hybrid membership unlocking MIRROR at-home content alongside in-person classes and retail discounts.
  • The same month, digitally native athleticwear brand Gymshark opened its first physical space, which focuses more on classes and community than retail sales.
  • In November, digital fitness platform FitOn launched live, shoppable classes with outfitter Bandier.
  • Alo Yoga operates experiential retail shops with in-store classes, a digital fitness platform Alo Moves, and a virtual metaverse community called Sanctuary.

Meanwhile, driving an omnichannel experience, Nike’s arsenal of apps, experiential stores, and recent content partnership with Netflix ensure its apparel and footwear meet exercisers wherever they are.

Takeaway: More than simply “try before you buy,” those who spend big on health and wellness treat it as a lifestyle — and activewear’s biggest retailers are offering a slice of life.

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