H&M has added third party brands to its e-commerce sites in Germany and Sweden on a trial basis. As per a Retail Wire report, the third-party brands added by H&M on these sites include &Other Stories, Arket, Monki and Weekday. H&M is also listing non-related brands like Crocs, Fila, Lee and Wrangler on these sites. It currently has 13 women’s and 15 men’s labels on the German and Swedish sites.

H&M offers online shopping in 54 countries, and nearly one-third of the company’s total sales are conducted through its sites. Last year, the company reported a 2.8 per cent increase in gross margin to 52.8 percent for last year from 50.0 in 2020. The new addition puts H&M in the company of other large retailers Amazon, Target, Walmart that are doing the same. That list will soon include Macy’s which plans to launch its own curated marketplace in the second half of 2022.