H&M Opens Fitness-focused Experiential Store


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

What is happening: The global apparel maker has reopened its brand experiential store as Move Studio, a retail/fitness boutique that spotlights its athletic wear collection H&M Move.

From now until late February, shoppers can drop in on 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 get creative by selling their vibes…

  • Last April, Bala launched an experiential store in NYC for shoppers to try out its high-design fitness gear.
  • In October, lululemon launched Studio, a hybrid membership that unlocks MIRROR content at home along with in-person classes and retail discounts.
  • That same month, digital-native athletic apparel brand Gymshark opened its first physical space, focusing more on classes and community than retail sales.
  • In November, digital fitness platform FitOn launched live, purchasable classes with outfitter Bandier.
  • Alo Yoga operates experiential stores with in-store classes, a digital fitness platform Alo Moves, and a virtual metaverse community called Sanctuary.

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

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