H&M’s Swedish and German e-shops are trialling the sale of third-party brands, among them Lee, Wrangler, Fila, Superdry, Crocs and Eastpak. A full-scale test for a group that generates a third of its revenue online.
H&M’s Arket label will become the latest of the group’s brands to launch on Zalando with a debut on August 21. It joins H&M’s Weekday and Monki, which are already available on the giant European platform.
The latest player to enter the rapidly developing fashion rental market is Swedish fast fashion giant H&M, with a deft high street collection of archival evening wear, in a concept store that opens this Friday.