H&M has partnered with Coloreel to revolutionise the world of customised embroidery. In a recent move, the H&M Alexa store in Berlin is now offering customers the ability to personalise their clothing with a wide array of expressive designs.
This initiative marks the commencement of an innovative in-store pilot program developed by H&Mbeyond. Customers can choose from a constantly evolving library of designs that are updated on a weekly basis.
Coloreel is at the forefront of this embroidery revolution, offering a spectrum of colours at the push of a button. Notably, this technology slashes wastewater production by an astounding 97 per cent and incorporates recycled thread, representing a substantial leap toward more sustainable manufacturing.
Oliver Lange, Head of H&Mbeyond, emphasised, “Our partnership with Coloreel underscores our commitment to enhancing the shopping experience through innovative solutions. Embracing this cutting-edge technology allows us to provide our customers with a one-of-a-kind and immersive in-store visit.”
Through their collaboration, H&M and Coloreel aim to explore ways to create exciting in-person shopping experiences and assess the impact of disruptive technology like Coloreel’s on in-store purchases.
Mattias Nordin, SVP Product Management at Coloreel, expresses their pride in the partnership, stating, “We are thrilled to collaborate with H&M in ushering in a new era of personalized fashion. Together, we are pushing the boundaries of traditional embroidery, empowering customers to express their individuality.”
This service is currently available at the H&M Alexa store in Berlin throughout Q4 2023. While the service presently covers products within the store, there are potential plans to offer embroidery for customers’ own garments in the future. Such an approach would extend the lifespan of clothing, leading to a positive environmental impact.
