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At Last: H&M Launches its Online Store in Australia

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By Published On: October 20, 20200 Comments

After years of waiting, H&M is finally selling online in Australia. The highly anticipated launch of the online store is years in the making, with Power Retail's first reports of its online store all the way back in 2017. Now, after nearly seven years in Australia, its e-commerce platform has hit our shores. 

At the same time as the online platform launch, H&M is also debuting its H&M Member loyalty program. This program offers customers an initial 20 percent discount online with their first purchase. Furthermore, the membership offers free deliveries, personalised discounts and a digital membership card within the H&M Member app.

“We are very excited to finally launch H&M online in Australia and to be able to offer our fashion collections to customers nationwide anytime, anywhere. We now have 40 stores across the country and this significant milestone extends H&M’s omni-channel offering,” said Thomas Coellner, the Country Manager at H&M Australia.

Within the platform, H&M promotes the transparency of its garments in an effort to promote its sustainability pledge. The retailer pledges to make all of its clothing and garments from sustainably sourced materials by 2030.

Klarna has partnered up with H&M, allowing customers to use the BNPL platform within the H&M Member app.

“Klarna is about making shopping at H&M convenient, relevant and inspiring and we are happy to offer fashion fans in Australia a whole new way of paying. Klarna and H&M have been extremely successful, collaborative global partners for many years; working together to provide our customers with a better shopping experience. We’re thrilled to build on this through the launch of H&M and Klarna online, giving H&M shoppers in Australia a better way to shop for the things they love,” said Fran Ereira, Country Head ANZ at Klarna.

The H&M Online Journey

2013: H&M announced it would be opening its first Australian store.

2014: H&M opens its flagship store in Melbourne

2017: H&M starts talks about launching an e-commerce platform. “It won’t be long,” said Hans Anderson, the H&M Country Manager for ANZ.

2017: H&M experienced a drop in sales, citing e-commerce and ‘imbalances in parts of the H&M brand’s assortment composition’ as the core reasons behind the dip.

Feb 2020: H&M releases a statement saying it will launch its online platform in the same year. “We look forward to providing 24/7 access to our fashion and creating new experiences for our customer,” said Coellner.

After years of wondering and waiting, it’s finally here.

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