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Brief Published: 2 Jun 2011

H&M: Sales on the Beach


Worthy causes are strongly influencing retail this summer (see our reports on Selfridges’ Project Ocean and Brand Transparency). This week, we found a pop-up store on a beach in Holland that provides yet another example of retail-linked activism. Swedish fashion retailer H&M has collaborated with water sanitation charity Wateraid to create a temporary shop housed inside a large wooden cargo crate on a beach in The Hague.

Selling a selection of blue (in keeping with the watery theme) seasonal goods, such as swimwear and summer clothes, the store is perfectly positioned to target beach-going consumers. A quarter of all proceeds from sales are being donated to Wateraid.

Look out for our report on the best pop-ups of 2010, coming later this month.