H&M and Klarna announce partnership

H&M and Klarna have entered into a global partnership. Among other services, this partnership will power the H&M Club1 payment program, provide an enhanced omnichannel payment offering for customers and a streamlined post-purchase service in the mobile H&M app.

The companies’ goal is to give customers from the Swedish fashion retailer a seamless, personalized and engaging shopping experience no matter where, when and how they shop. Across all available channel, H&M will make use of Klarna’s single platform to enable an end-to-end customer journey. As a result, customers can also use the popular ‘try before you buy’ pay-later service from Klarna.

First in the UK and Sweden

The new functions will be integrated in the updated H&M app and H&M Club and will go live first in the United Kingdom and Sweden next year. Eventually, the seamless shopping experience should be available to millions of customers across the 14 markets H&M is active.

Pay with phone both instore and online

“We at H&M are very excited about this partnership. We want to make it possible for customers to move freely between the various channels and choose how they want to shop and experience our offering online and instore”, Daniel Claesson, Head of Business Development H&M group, says. “This partnership will bring tailormade payment solutions to our customers and accommodate evolving shopping patterns and needs. This includes the possibility to ‘try before you buy’ which is very relevant to online fashion retail today and to pay with their mobile phone directly through the H&M app both instore and online.”

H&M invests in Klarna

H&M and Klarna will not only partner, the H&M Group will also make an investment in Klarna.