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.

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.