Fashion brands

H&M takes on internet rivals with external fashion brands

STOCKHOLM, March 17 (Reuters) – H&M (HMb.ST) is selling external fashion brands for the first time on its main brand’s hm.com website in Sweden and Germany, with plans to add more brands and markets.

Tapping into online fashion marketplaces such as Zalando (ZALG.DE), Asos (ASOS.L) and Amazon, H&M began in February expanding its offering on hm.com in the Swedish home market, such as the ‘Fashion Network first reported.

“Customers can now shop more brands from the H&M Group family, as well as a curated selection of other fashion brands such as Lee, Wrangler and Kangol, among others,” a spokesperson told Reuters. by email.

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“We launched the concept in Germany in March. We will continue to add brands in the future 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 represents the bulk of the group’s activity, previously only offered beauty products from external brands.

Even before the COVID-19 pandemic, H&M was struggling to cope with declining footfall in the main H&M brand’s physical stores in the face of tougher competition, especially from online platforms.

The H&M spokesperson said it also introduced a second-hand offer on hm.com in Sweden.

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Reporting by Anna Ringstrom Editing by David Goodman

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