The retailer will navigate Floridas unique weather challenges by adjusting its assortment mix. While youll still find the wool sweaters and coats, there will not be nearly as many of them in varying sizes and colors.
We have the same merchandise in the whole country, but we can adjust the mix based on location, Kulle said. Were not a cookie cutter company. Were very hands-on and focused on merchandising the store in the right way for that market. Each store manager has the authority to say, I want to emphasize more of these items.
The Miami Beach store will open with a mix of fall and early winter styles. That means you will still find wool sweaters, scarves, gloves and hats. But theres also at least a good selection of styles more appropriate for the South Florida weather.
There are items like a $24.95 chiffon sleeveless blouse with lace trim and a $29.95 sleeveless mini dress with a sequin top and tulle skirt. Add to that sunglasses, mens bathing suits and plenty of graphic T-shirts, including the retro MTV throwback shirt that was famous in the 1980s. For men youll find $29.95 chinos in a rainbow of colors like forest green, mustard yellow and scarlet red or a $69.95 cotton blazer.
But the beauty of H&M is that the merchandise keeps changing, with new shipments arriving daily. Even the displays are redone every two weeks. The Miami Beach location is one of five flagship stores, which carry all the brands designer collaborations like the Maison Martin Margiela collection hitting stores on Nov. 15.
There will always be something surprising in store, Kulle said. We like to keep that excitement.