The Swedish fashion retailer H&M launched a test for the sale of third-party brands a few days ago. The marketplace is called “H&M with friends.” At the same time, there is information that H&M wants to enter the sports market in a bigger way with its own brands.
Apparently, H&M Sports’ goal is to grow from SEK 3 billion (€ 290Mio) to SEK 30 billion (€2,9billion) from 2022 to 2025. This is indicated by information from sports business experts who are in contact with major suppliers.
H&M could grow to one of the biggest sports brands
The sales calculation is said to exclude third-party brands. If H&M succeeds in achieving this growth in the sports sector, the fashion brand will be one of the top 5 sports brands worldwide within a few years.
Here you can find our data on the biggest sports brands in the world.
At the same time, H&M is currently testing its online marketplace with partner brands in Germany and Sweden. Participants include sports apparel brands Houdini and Fila and Wrangler, Ecoalf, Buffalo, Kangol and H&M-owned brands & Other Stories, Arket, Weekday and Monki.
H&M partnering with Patagonia?
On its blog, H&M gives insights on the project and quotes its business area manager Sylwia Wennberg: “We always want our customers to have the best possible and most convenient experience. By making room for more brands in our online channels, we’ll be able to cater to our customers even better than before.” According to insider information, H&M plans to sell Patagonia clothing in its stores from autumn.
