A new H&M store will be opening at a shopping centre.
Huge advertising boards have appeared at the front of Churchill Square Shopping Centre in Brighton.
They say a new H&M store will be opening in the unit formerly home to Topshop in spring 2026 and will feature H&M Home products.
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A spokeswoman for the company confirmed a store would be opening in the spring of next year.
A planning application for an internally illuminated H&M sign at the unit was approved by Brighton and Hove City Council in May.
There are currently three H&M stores in the city centre: one on Western Road, and two others in Churchill Square itself: one selling men's and women's clothes and another selling children's clothes.
The spokeswoman added that the new store "may impact existing locations within Churchill Square" but plans could not be confirmed.
"The new H&M store in Churchill Square will be an exciting opportunity to reimagine the shopping experience for our Brighton customers," she said.
"It will enable us to better serve the local community, strengthen our presence and deliver a more elevated and inspiring in-store experience.
"This flagship will be a key addition to our UK portfolio, in one of the country’s most vibrant retail destinations."
The Swedish brand was founded by Erling Persson, who opened his first store in 1947.
It has since grown into a retail empire, with more than 4,000 stores worldwide.
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