The Swedish clothing group H&M would like to offer its customers a larger range and will therefore start the marketplace “H&M with friends” this year, which will also offer other brands in addition to H&M brands and collections. The project is currently still in the test phase, but has now been extended from the home market of Sweden to Germany.
“Both Sweden and Germany have a long tradition of catalog shopping, and in Sweden we started our online shop back in 1998, and in Germany the online shop has been around for 15 years. For this reason, we are starting the test with these two markets and will gradually add more online markets,” confirmed an H&M spokeswoman when asked by FashionUnited.
Brands currently offered through H&M with friends include Lee, Wrangler, Fila, Houdini, Ecoalf, Buffalo and Kangol, as well as H&M-owned brands & Other Stories, Arket, Weekday and Monki.
“We chose the brands based on the different needs of our customers and their lifestyle. The expanded offering allows them to combine different styles in one place, creating a richer and more convenient experience,” Business Area Manager Sylwia Wennberg explains the selection in H&M magazine.
While the companion campaign is aimed at Gen Z customers, H&M Creative Director Maria Lashari says “H&M with friends” wants to appeal to those who are “experimenting with different ways of expressing themselves”.
“At H&M we always strive to give our customers the best possible shopping experience, both when visiting our stores and when shopping on hm.com. Now we are taking the next step on our journey and making room for more brands in our online channels. We have been expanding our online offering in Germany since the beginning of March 2022 and are thus offering our customers an extended shopping experience on hm.com with a selection of additional brands and products,” explains the spokeswoman.