H&M has launched a new range of value bridal outfits online in a bid to establish itself in the wedding fashion market.
The fashion retail giant’s new Wedding Shop is an ecommerce platform where customers can purchase new and affordable items for brides, bridesmaids, flower girls and wedding guests.
Prices start at £40 for wedding dresses, while the most expensive gown is £149.99.
The Wedding Shop also offers a wide array of accessories, jewellery and cosmetics with prices starting at £2.99.
The Swedish retailer is hoping The Wedding Shop would grow to become one-stop destination for brides who are weary of the high costs that come with weddings.
The news comes shortly after H&M reported a pre-tax profit drop of 60 per cent year-on-year to 1.26 billion SEK (£108 million) in its first quarter.
Sales for the group also dropped 1.7 per cent to 53.5 billion SEK (£4.6 billion), while gross margins dropped from 51.2 per cent to 49.9 per cent.
Despite the results, H&M pushing ahead on its new store opening programme and ecommerce investment.