According to reports, H & M has started experimenting with its e-commerce platform in Germany and Sweden, and consumers can find goods from third-party brands in the H & M WITH FRIENDS website. If successful, this mode will expand to the market in other regions. One month ago, H & M announced its annual data, showing its pre-tax profit of 1.36 billion euros, and online sales channels increased by 30% in 2021.
At present, there are 13 third-party women’s brands and 15 men’s brands in the H & M platform. These include Lee, Wrangler, FILA, and CROCS, and products from H & M Group (such as Monki, & Other Stories, Arket, and Weekday) can also be purchased on the platform. For H & M, this is a very important initiative, which may begin to compete with other European platforms such as Zalando