H&M trials ‘H&M with Friends’

H&M has started trials of its new marketplace model in Germany and Sweden. Online shoppers can now find items from third-party brands in the section of the website called ‘H&M with Friends’. If successful, the model will be extended to other markets.

A month ago, H&M released its annual numbers, showing that it made 1,36 billion euros in pre-tax profits. The online branch grew 30 percent in 2021. The company announced that it would continue integrating online and physical channels. It has now expanded on its online channel.

Marketplace trials

The H&M Group has started trials of ‘H&M with Friends’, which has added 13 womenswear labels from third-parties and 15 men’s ones to the website. Among them are Lee, Wrangler, Fila and Crocs. Items from other labels that are part of the H&M Group (like Monki, & Other Stories, Arket and Weekday) are also available on the platform.

‘Both Sweden and Germany have a long tradition of catalogue shopping.’

The marketplace is now active in Sweden and Germany. “Both Sweden and Germany have a long tradition of catalogue shopping, and in Sweden we launched our online shop in 1998, while in Germany the online shop has been operating for 15 years. This is why we started our test with these two markets, and we will gradually add more markets online”, said a spokesperson from H&M. When the marketplace will be expanded to other countries is still unclear.