H&M’s New Online Plan for Australia

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By Published On: February 3, 20200 Comments

In 2017, H&M reported that it would enter the online market in Australia, but it seldom arrived. Last week, the Swedish fast-fashion retailer is making its move online.

In an announcement from the Swedish retailer last week, it will be entering the online market by the end of the year.

In 2014, H&M entered the Australian market, opening its first store in Melbourne’s CBD. There are now 40 stores nationwide.

This digital transition aims to open a larger demographic and market share for the fast-fashion brand.

“We are extremely excited to launch online shopping in Australia this year,” Thomas Coellner, Chief of H&M Australia said. “This significant milestone will fully round out H&M Australia’s multi-channel offering.

“We look forward to providing 24/7 access to our fashion and creating new experiences for our customer.”

H&M’s shareholders criticised the retailer for opening more physical stores without ramping up its online presence, reported the Financial Times.

These changes in the market have resulted in the retailer opening fewer stores this year and the plan to revamp some of the stores as logistics hubs for online orders.

“We think the role of the stores will change,” explained Karl-Johan Persson, Chairman of H&M. “How can we use those stores even better as logistical hubs for deliveries, for pick-ups, for returns?”

This plan will not halt the opening of other stores, Persson continued. “We still believe in physical stores. “We want to make them more inspiring and easier to shop in, so we are running tests to make the stores more attractive.”

Further details of Australia’s online store to come.

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  1. Tamara King March 25, 2020 at 1:15 PM - Reply

    Hello, I was just wondering if you know when the online shipping to Australia will be up and running. I’m expecting my first baby boy in July and your online store has the best clothes I have found so far.

    Thank you ☺️

  2. Amira May 12, 2020 at 12:12 PM - Reply

    OMG Hurry up I been waiting years!!

  3. Ritta August 4, 2020 at 6:13 PM - Reply

    Thanks for your

  4. Ritta August 4, 2020 at 6:14 PM - Reply

    Thanks for information

  5. Kate September 8, 2020 at 12:21 PM - Reply

    When is the au online store coming, we are in the last quarter of the year??? Thanka

  6. Chris October 7, 2020 at 4:58 PM - Reply

    Looks like H&M doesn’t actually understand 21st centure retail logistics. Fulfilment from wildly inaccurate inventory levels in stores is Myer level incompetent.

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