H&M HOME launches in India today with their Spring 2022 collection. Soft hues and pastels mark the range. The collection will go live on March 3 on HM.com and Myntra, with a special member pre-access on March 3, from 8am-10am. Ida Lindahl, general manager, H&M HOME, tells The Telegraph what to expect.
There is no better time to explore the home space market than this with the pandemic really making us rediscover our living spaces. What did your research on India throw up?
H&M has been present in India since 2015 and we have been constantly listening to our customers to understand their evolving needs. Our actions and plans have always been with our customers in focus, leading to more relevant and better experiences. During the last two years, our homes have become more central than ever. It has emerged as a place where we live, work, unwind, work out, meet up with close friends and family — and everything in between. We see so much potential in the market and look forward to finally introducing H&M HOME to interiors and design lovers in India, enabling them to create a personal and modern space — a place where they can feel at home.
What kind of trends are you seeing in this space in the last couple of years?
There is so much fluidity and movement in home decor, it is such an interesting space to be in. Interior is now more personalised with consumers choosing products that are reflective of their individuality — we want our homes to show who we are. This gives us at H&M HOME some exciting opportunities. We strive to always design for actual life, for actual needs and for everyone, and with our diversified product range, we want to make sure that many people will find something they like when visiting us.
What are you coming to India with?
H&M HOME will be launching in India with concepts which are divided into the different rooms of the home: living room, bedroom, bathroom, kitchen and kid’s room. We want to be an inclusive interior destination, so we cater to different personal tastes and styles, and our collections include everything from the latest trends to updated basics — always with quality and attention to detail at the core of our business. Local prices will range from around Rs 149 to Rs 25,999. We are launching with our Spring 2022 collection in India. The assortment in focus will bring comforting and bohemian chic details that call for soft simplicity. You can expect printed cushions in crisp organic cotton, abstract sculptural vases, accent pieces in glass, and pastel-coloured scented candles in edgy shapes.
What are your global bestsellers?
We never comment on specific selling of products, but I’m proud to say that we have a wide range of long-time favourites among our customers all around the globe. Here, I can highlight our duvet cover sets in 100 per cent washed linen, they come in various basic shades, but also in seasonal colours. The product has been with us ever since we launched HOME in 2009 and the quality is simply outstanding — you really need to feel the fabric in your hands. We also see a growing interest for stylish and smart storage solutions, especially now, when the seasons are changing and you feel the need to organise and declutter your kitchen, pantry, or maybe bathroom. And, of course, our sculptural doughnut-shaped ceramic vase — it even has its own hashtag on social media! (#donutvase)
How are the young buyers shopping?
It is clear to see the growing interest from younger interior design shoppers. Here, we of course see they request value for money, but also a demand for multifunctional design. Something that once again reflects your personality, but also something that works well in smaller spaces, whether this would be a dorm room, or a student apartment. We also see how the next generation of interior shoppers are even more mindful when it comes to sustainability. They expect companies to take responsibility for their products and that their collections are being produced in an environmentally, socially, and economically sustainable way. Something that plays well with our way of doing business at H&M Group. We have a strong history and development within sustainability, and we want to make sure that fashion and interior can continue to be enjoyed today and for generations to come.
What are home classics according to you?
It’s difficult to choose because I believe we have so many iconic H&M HOME products, but I would have to say our cushion covers where we have great diversity, high quality, and fantastic price points — and it is cool to see how they can make the difference in your living space if you want to give it an easy update. And not to forget our collection of vases and decorative objects where you will find a great mix of both new products and classics.
What are your top tips for home shopping?
Homes are personal. You should only buy what you really like and what you think displays who you are and tells a story about you. At the same time, in this age, it is important to be mindful of your purchases, opting for long-lasting designs and therefore great quality as well.
‘Home is where the heart is’. Personally, what has changed in your house?
As I’m sure is the case for many of us, my home has during the past two years become such an important part of life. It’s been the place for all kinds of activities, so I’ve tried to be smart about making it as versatile as possible, creating comfortable multipurpose rooms. Spending a lot of time at home, I have also updated it with small means like a pop of colour using textiles to make it feel exciting and alive.
Do you have a favourite corner? What is it and how best do you enjoy it?
My favourite corner must be the kitchen where I’ve invested in some great storage from H&M HOME to make it more organised and neat. I also try to always have some freshly cut flowers and plants in beautiful pots and vases to make it inviting and personal. For me, it’s the heart of the home where my family and I spend a lot of time cooking, socialising, and unwinding.
Ida Lindahl, general manager, H&M HOME
“During the last two years, our homes have become more central than ever. It has emerged as a place where we live, work, unwind, work out, meet up with close friends and family — and everything in between. We see so much potential in the market and look forward to finally introducing H&M HOME to interior and design lovers in India, enabling them to create a personal and modern space — a place where they can feel at home. It is clear to see the growing interest from younger interior design shoppers.... Here, we of course see they (young shoppers) request value for money, but also a demand for multifunctional design. Something that once again reflects your personality, but also something that works well in smaller spaces, whether this would be a dorm room, or a student apartment. We also see how the next generation of interior shoppers are even more mindful when it comes to sustainability. They expect companies to take responsibility for their products and that their collections are being produced in an environmentally, socially, and economically sustainable way”, said Ida Lindahl, general manager, H&M HOME
