The worldwide only H&M flagship store is located in the former Viennese luxury department store Braun & Co. and combines tradition with cutting-edge fashion design. In spring 2016, the interior was given an affectionate revamp: the luxurious interior extends across four floors on approx. 1,100 m² of retail space and impresses with decorative wood panelling, brass ceiling lights, coffered ceilings, inlaid wall cabinets and display cases and approx. 300 m² of mirrors, which give the place a brighter, friendlier atmosphere.

The unique, A-listed architecture is home to some very special ranges: the high-fashion line H&M Trend as well as limited edition collections such as H&M Studio or designer lines are only available in a few select stores around the world – the elegant Viennese branch on Graben included. Another highlight is the cosmetics line H&M Beauty, which occupies a generous and stylish section of the store. In addition to decorative cosmetics, H&M now also sells quality skincare products and the H&M Conscious Beauty Collection with organic and sustainably produced haircare and body care products. The entire range of H&M Conscious Beauty products is certified organic and carries the Ecocert seal of approval.