New H&M store opens in Rome

Swedish company takes over former Benetton flagship store in Rome

Swedish low-cost clothing brand H&M celebrates the opening of its new store on the corner of Via Tomacelli and Via del Corso with a launch party on the evening of 24 October.

The 1,000 invited guests will be entertained by dj Paola Maugeri and will witness the unveiling of the H&M store, whose façade is currently wrapped in large white sheets with red ribbons.

The 6,000-sqm shop in central Rome was formerly the flagship store of Benetton, an Italian clothing brand with a global presence, and was purchased by H&M earlier this year for a reported €180 million.

The mega store is open to the public from 11.00 on 25 October and will be selling H&M menswear, womenswear, kidswear and accessories. It is the 108th H&M outlet to open in Italy since the firm's arrival in 2003.

In recent years the retail landscape of Rome's principal shopping street Via del Corso and its environs has moved increasingly into the hands of foreign brands. In 2010 the Rinascente building on Via del Corso gave way to Spanish giant Zara while in 2011 the former Mondadori bookstore, also on Via del Corso, was taken over by American clothing retailer Gap.