H&M to trial sale of third-party brands


H&M, the global fast fashion giant, has confirmed it is to trial the sale of third-party brands within its stores.

The company advertised for a Head of External Brands in Sweden leading local news service Breakit.se to break the news. In the advertisement the company said it was looking for someone to be “a key player in building the offer of external brands within H&M”.

Following the breaking of the story, the Swedish group has confirmed the planned move and in a statement said: “We can confirm that we will start offering selected external brands and products at H&M. We will be adding a curated selection of external brands that complement the H&M customer offer. This is a test that will run online and in selected stores in selected markets.”

The group already sells third-party brands in its more premium & Other Stories and Arket stores and, in Sweden, H&M sells third party cosmetic brands.