H&M is to pilot selling products from external brands as it plots moves to compete more directly with the likes of Asos and Zalando.
The Swedish fashion giant said the strategic shift could allow it to attract new shoppers.
It comes at a time when other traditional own-label specialists like Next are building larger stables of third-party brand partnerships as they move towards establishing a platform model online.
Some of H&M’s sister retailers, including &Other Stores and Arket, already sell a selection of external brands in addition to their own products.
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