Assistant Editor, IndianRetailer.com & Retailer Media May 24, 2019 /
H&M is planning to foray into the home decor and furnishing segment in India. H&M Home, an offshoot of the high-street fashion label, is selling products like cushion covers, blankets, curtains and accessories.
H&M Home is mostly present with 362 shop-in-shops and eight standalone stores in about 50 countries globally. In India, H&M Home will be offering decoration products and not furniture.
Swedish fast fashion brand is now looking on whether to enter through a standalone format or existing stores for its home segment in the country.
H&M is the world’s second-largest clothing firm, with annual sales of Rs 1,109 crores in India. The brand stocks fast-fashion items created in-house and teams up with designers for one-time collections. It further keeps a large inventory of basic, everyday items sourced from manufacturers in India and Bangladesh.
With a strategy focused on organic growth, operational efficiency, and sustainability, H&M aims to drive long-term profitability while reinforcing its presence in global retail markets, including India.
The Surat store spans 1,351 square meters, while the Dehradun outlet covers 1,252 square meters, offering curated collections and the latest fashion trends to local communities.
The partnership adds another top international brand to AJIO's growing retail portfolio.
The store also supports H&M's sustainability efforts through the Garment Collect initiative, which encourages customers to bring in old clothing and textiles for recycling, regardless of the brand or condition.
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