// H&M discontinues “irrelevant” catalogue business

// Modern shoppers are shifting more towards online

// H&M’s final catalogues were published last week

H&M has discontinued its “irrelevant” catalogue business to cater more appropriately to modern shoppers.

The fashion retailer is one of the latest to cease its catalogue division as consumers are increasingly shifting towards online shopping.

“We want shopping at H&M to be relevant, convenient and inspiring,” the firm said.

“Shopping from a catalogue simply isn’t relevant to today’s consumers.”

H&M’s final catalogues were published last week.

The Swedish company also said it is “dedicated to sustainability” and is constantly improving its business to reduce its impact on the environment.

“This is a gradual work and now the turn has come to the catalogue business which we have decided to discontinue with immediate effect,” H&M said.

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