H&M to sell external brands as part of new trial

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H&M brands trial
H&M will extend its offering with this new initiative
// H&M to test selling external brands
// & Other Stories and Arket are already selling external brands online and in-store

H&M has said it will sell other group-wide brands and products alongside its own-brand offerings as part of a trial.

“The H&M brand will now develop our offer of external brands,” the retailer said.

“The purpose is to complement our offer with external brands to add excitement and energy and we see great opportunities for growth and to find new customers.”

The initiative could represent a significant strategy shift for the retailer, as well as a step forward in competing with online giants such as Asos.

H&M Group fascias & Other Stories and Arket are already selling external brands online and in-store.

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