London H&M stores will see a second wave of Stella McCartney products this week. The capsule collection – deemed a great success by the Swedish retailer – has generated overwhelming demand and blanket press coverage, prompting the retailer to reallocate stock to the UK, France and Sweden, countries that have shown “extraordinary” demand.
The second injection will be limited to between 15 and 20 pieces of the 40-piece collection and will not be stocked outside the capital. The five stores are in Brompton Road, Kensington, Brent Cross, Oxford Circus and Oxford Street. Some 21 H&M stores in 18 UK cities carried the initial McCartney launch, but will not receive the second injection.
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Stores in Sweden, France and the website are also being allocated extra stock, though it is unclear where it is coming from as demand was high in all countries. Stella McCartney for H&M launched on November 10 prompting chaotic scenes as many items sold out within hours. Shoppers queued in the early morning in order to grab skinny trousers with ankle zips for £39.99 and chiffon dresses for £59.99. Stella McCartney is reported to be focusing on her accessory and shoe lines and the collaboration with H&M is expected to be a one-off.