Happy shopping: H&M launches online for U.S. shoppers
By Jay Keller
Hennes & Mauritz, or H&M, launched on Thursday HM.com U.S., an e-commerce store that proudly tells fans: “We’re open – welcome to your new favorite store.”
The launch of H&M online has been a much-anticipated event as shoppers are likely to (finally) be thrilled after having their hopes dashed twice before when the Stockholm-based retailer postponed earlier online debuts.
“We are thrilled to launch online shopping in the U.S.,” H&M U.S. President Daniel Kulle said in Thursday’s statement. “This significant milestone fully rounds out H&M’s multichannel offering.”
While customers strongly favor the wide, inexpensive selection of fashion for men, women and kids, the online shop will feature one department exclusive to online shoppers – H&M Home.
The new home collection, according to H&M’s Kulle, brings a unique sense of “fashion and fun to interiors with a seasonal selection of products for every room in your home.”
Towels, bed linens, curtains, other home textiles and accessories — in trendy colors and prints — will comprise the much-anticipated arrival of a home collection for U.S. shoppers.
Additionally, H&M’s Shop Online will continue to offer the same clothing and accessories that are available in stores but also list additional sizes and what the company calls “’online-only’ items available all year-round.”
Kulle also said that in addition to nearly 300 retail locations across the U.S., he hopes that customers will enjoy the benefits of 24-hour access to products without having to visit a physical location.
Recognizing the importance, Kulle touches on the importance of customers using computers, smartphones, and tablets as part of the shopping experience.
While no mention of new mobile apps or destinations in the announcement, available on the Android market is H&M, an app that is already promoting heavily the new online H&M experience and other services unique to the mobile site.
H&M is also running several high-profile events to help build brand awareness, celebrate and promote their foray into the digital space,.
At HM.com, the Paris Show Collection, set to be presented first on the runway during Paris Fashion Week, will be offered in an exclusive online pre-shopping event beginning on August 22. The collection will debut in approximately 200 stores on September 5.
The move by the budget-fashion retailer to compete with their own e-commerce operation will pit H&M against rivals in what the industry terms as the world’s biggest online market.
Another H&M-sponsored event is a contest run and maintained by local bloggers in a “creative call to action” to solicit fan feedback on a variety of topics.
Additionally, H&M will be opening a pop-up store on August 22 in New York City’s Meatpacking District to showcase the online shopping experience with mobile checkout and even a “try-on lab.”
“Online shopping at hm.com completes the H&M experience,” the company said in Tuesday’s announcement.