The fashion retailer announced a strategic partnership with Centra, a Swedish ecommerce platform that specialises in direct-to-customer communication, B2B wholesale and omichannel commerce.
H&M acquired a minority stake in the company after a previously successful business relationship.
Based in Stockholm, Centra was founded seven years ago and has recently maintained a 50% growth rate year on year, solidifying their position as one of the fastest growing ecommerce businesses in Europe.
Centra chief executive Martin Jensen said: “We are very excited to work with H&M. They are one of the biggest fashion retailers in the world, and we’re really proud that they reached out and wanted to invest.
“This partnership will accelerate our existing roadmap for producing the next generation of DTC communication.”
Centra partnered with several H&M Group brands in 2024, including Cos, Arket, & Other Stories and Weekday, all of whom benefitted from transitioning to Centra’s platform.
The investment will enable Centra to continue to expand with fashion brands all over Europe, increasing their full creative potential while staying true to their individual core values and identities.
Nanna Andersen, chief of new growth and ventures at H&M Group, said: “We’ve been truly impressed by Centra’s journey so far. Their ability to combine deep industry insights with technical innovation is helping fashion brands solve real challenges in e-commerce.”
“We’re proud to strengthen our partnership through this investment, supporting Centra’s continued growth and the next phase of their exciting journey ahead.”
In a vastly changing landscape, innovation in fashion retail lies at the heart of industry development, and Centra look forward to embarking on this journey with H&M.
Centra’s Jensen added: “The internet has completely changed what it means to be a fashion retailer. I think we are right at the middle of this transformation – it is far from done.”
No comments yet