Hennes & Mauritz is selling external fashion brands on its core brand’s 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, Asos and Amazon, the retailer started in February by expanding the offering on its website in the company’s home market Sweden.
“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,” the company, which was founded in 1947, said.
“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.
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The H&M chain, which accounts for the bulk of the group’s business, has previously only offered beauty products of external brands.
Even before the Covid-19 pandemic the retailer was struggling to contend with declining footfall at its core H&M brand’s physical stores in the face of tougher competition, not least from online platforms.
It said it had also introduced a second-hand offer on its home website, Sweden.
