H&M has started trials of its new marketplace model in Germany and Sweden, as per Ecommerce News.
This means that online shoppers can now find items from third-party brands in the section of the website called ‘H&M with Friends’.
If successful, the model will be extended to other markets.
A month ago, H&M released its annual numbers, showing that it made €1,36 billion in pre-tax profits. The online branch grew 30% over the last year. The company announced that it would continue integrating online and physical channels. It has now expanded on its online channel.
The H&M Group has started trials of ‘H&M with Friends’, which has added 13 womenswear labels from third-parties and 15 men’s ones to the website.
Among them are Lee, Wrangler, Fila and Crocs. Items from other labels that are part of the H&M Group (like Monki, & Other Stories, Arket and Weekday) are also available on the platform.