Dive Brief:
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H&M has established an online storefront on Nordstrom’s marketplace, the Swedish fast-fashion retailer announced on Tuesday.
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The debut selection includes popular items for women, men and children, which will be regularly refreshed, and its active brand, H&M Move, the company said.
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Nearly a third of H&M Group’s sales are online, according to the company’s Q1 report. Namesake H&M runs more than 3,600 stores in 81 markets and e-commerce sites in 62 markets, per that report.
Dive Insight:
H&M’s move onto Nordstrom’s marketplace is part of the company’s broader effort to be available to shoppers on a variety of forums, as articulated in its Q1 report. Those include in its own stores and websites, as well as on digital marketplaces and social media.
"Our launch on Nordstrom Marketplace marks an important step in making H&M even more accessible to customers across the U.S.," Kate Rogowski, who leads customer activation and marketing for H&M Americas, said in a statement Tuesday. "The platform provides a seamless new way for shoppers to discover and experience H&M where they already love to browse, complemented by Nordstrom's best‑in‑class customer experience."
Indeed, Nordstrom said that H&M shoppers, like anyone shopping its marketplace, are privy to the usual loyalty benefits, customer service, styling services, alterations and return policy.
Nordstrom established its marketplace two years ago as a way to expand its online reach. But the department store has also made it clear from the beginning that it would be choosy about what brands to partner with, in contrast to the likes of Amazon or Walmart.
“Our goal isn’t to be the everything store, but to offer customers more breadth, depth and newness in the categories that they come to us for, from some of the most coveted brands in the market,” Nordstrom digital chief Miguel Almeida said at the time.
