Sweden-based H&M Group is intensifying its efforts to compete with e-commerce rivals by expanding its online and in-store offerings to include a broader range of third-party brands even as being one of the leading global fashion retailers, it aims to enhance its presence and cater to a wider customer base through this strategic move.
This was announced by CEO Helena Helmersson recently, who added that although H&M boasts a broad global customer reach and robust infrastructure, the third-party apparel platform market is witnessing increased competition from well-established players like Zalando and Next, who have already attained substantial scale.
H&M’s Arket, Cos, and & Other Stories offer sneakers from brands like Adidas and New Balance, as well as clothing from Klättermusen, providing shoppers with a diverse range of options for their fashion needs both in-store and online.
Unlike Zara, which primarily includes other brands through exclusive collaborations like Ader Error and Clarks, H&M has adopted a different approach and currently hosts 70 external brands across six markets on its platform
“Customers have wholeheartedly embraced this approach, showing their gratitude for H&M’s assortment while also incorporating other brands into their shopping preferences. However, despite H&M’s extensive global customer reach and robust infrastructure, the third-party apparel platform market is increasingly saturated with well-established players like Zalando and Next, who have already achieved considerable scale,” added Helmersson.
