H&M goes online in India, banks on exclusivity to boost sales

Swedish fashion brand Hennes & Mauritz (H&M) has entered the e-commerce fashion market in India with its online store that will cater to customers across the country.
 
H&M

H&M is banking on exclusivity to drive customers to its online portal and will offer a wide range of collections for women, men, teens, kids, plus-size and maternity wear, including exclusive ‘online only' items. H&M will also sell its complete collection of lingerie and accessories online.
 
“We aim to strengthen our fashion offer in metro cities and extend access to tier 2 and 3 cities across the country where we do not have stores currently. We have also introduced the scan and buy feature which aims to seamlessly knit together online and offline shopping. At H&M, fashion never sleeps,” Janne Einola, country manager of H&M India, said in a statement.
 
With the launch of its online portal, H&M, which is already making profit in the Indian market, will look to strengthen its presence across the country. It is also in talks with the government to bring other brands parent firm brands like Cheap Monday and Monki to the Indian market, where it currently has 29 physical H&M brand stores.

The company also provided an update for its first quarter on Monday, showing flatlining sales despite an increased number of stores.
 

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