H&M has taken a minority stake in a Swedish retail technology platform

Voyado’s technology supports and empowers retailers, online businesses and brands to build strong customer relationships. It drives profitable sales by optimising ecommerce, creating personalised customer experiences and streamlining communication across channels.

H&M said it sees the strategic investment as a “natural evolution of their partnership, strengthening collaboration and amplifying the impact of Voyado’s solutions” across international markets.

While H&M will not join the board of directors, its representatives will “actively contribute to strategic discussion in other forums”.

Voyado has grown at a rate of 35% per year and gained market share across the Nordics, Belgium, the Netherlands and Luxembourg. It is now planning expansion in key markets such as the UK and Germany.

H&M head of Group Ventures Erik Lagerblad said: “We are really impressed by Voyado’s journey so far. After rolling out their solution globally, we’ve seen firsthand the difference it makes in creating value at scale.

“That’s why it makes perfect sense for the H&M Group to deepen our partnership through an investment, which will further support Voyado’s future growth and strengthen their offering for other enterprise customers”.

For 2025, Voyado aims to widen its reach to larger enterprise-level customers which will be powered by product innovation.

Voyado chief executive Erica Sandelin Ekelund added: “Our ambition is to establish Voyado as Northern Europe’s most beloved retail tech companion while maintaining profitability and scalability.

“H&M Group’s investment brings valuable insights and resources that align with our efforts to scale faster and expand into new segments, creating value for our existing and future customers.”