H&M Wants to Take You Home


When we broke the news that H&M would finally launch its much-awaited e-commerce site, we didn't know that with it would be a new addition: home!

Today marks the official announcement as Hennes & Mauritz AB home will be available online “uniting home design and fashion with evolving seasonal selections, including a wide range of interior textiles and décor, all at an affordable price,” according to a press release that landed in our inbox.

The Swedish retailer will introduce a variety of items like pillows, throws, comforters, bed linens, towels, decorative accents like vases, wooden trays, bowls, pottery and cake stands each season.

This season in particular “showcases drama and individuality inspired by vintage Bohemia, but modernized with new Baroque prints.”

“There are so many ways to reflect your own personal style from Baroque Bohemia to clean minimalism and the fun of hearts and flowers,” H&M Home's Head of Design Evelina Kravaev Soderberg said. “Our growing range of decorative items such as vases and cups make it even easier to create great style in your home.”

Basically, H&M wants all of our money. It wasn’t enough that we stalk the designer collaborations, like we are Isabel Marant, you need us to stalk the site for bed linens, too.

Our poor wallet.