H&M takes on internet rivals with external fashion brands
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Loading... - Janet Parker
- 18 Mar 2022
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H&M (HMb.ST) is selling external fashion brands on its core brand's hm.com website for the first time in Sweden and Germany, with the intention of adding more brands and markets.
Taking on fashion online marketplaces such as Zalando (ZALG.DE), Asos (ASOS.L) and Amazon , H&M started in February by expanding its offering on hm.com in home market Sweden, as first reported by Fashion Network.
"Customers are now able to shop from more brands in the H&M Group family, as well as from a curated selection of other fashion brands such as Lee, Wrangler and Kangol, among others," a spokesperson told Reuters by email.
"We launched the concept in Germany in March. We will continue to add brands going forward and expand the concept to other markets."
Some of H&M's smaller and newer independent chains, such as & Other Stories and Arket, sell external brands, mainly accessories and shoes.
The H&M chain, which accounts for the bulk of the group's business, has previously only offered beauty products of external brands. Read More…
