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H&M tests selling external brands

H&M tests selling external brands

H&M may change its business model in the near future. The Swedish fashion giant will experiment with selling external brands and products on both its online platform and in selected stores.


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The news about H&M selling external brands comes from Breakit. The Swedish news site discovered a job advertisement in which the fashion company was looking for a Head of External Brands. In the ad, H&M said it was looking for someone who will be a key player in building the offer of external brands within H&M.

Test runs online and in physical stores

After Breakit wrote about this, H&M confirmed the experiment. “We can confirm that we will start offering selected external brands and products at H&M. We will be adding a curated selection of external brands that complement the H&M offer.” According to the Swedish fashion giant, this is all still a test and it will run both online and in selected stores in some markets.

H&M Group is used to selling external brands

Selling external brands and products alongside its own brands, isn’t anything new to the H&M Group as a whole. Its brands Weekday, & Other Stories and Arket already offer a mix of own collections with brands from other companies. And in its physical stores in Sweden, Norway and Iceland, H&M itself also sells external brands in the cosmetics departments.