H&M makes U.S. e-commerce debut

NEW YORK — H&M has made a lot of its U.S. customers happy with the launch of its Shop Online store, namely those who prefer the convenience of online shopping over having to go to the retailer’s brick-and-mortar stores. 

The retailer also stands to reach new potential customers who don’t have a store anywhere near them, but are familiar with the brand. 

The online store will offer the same selection of apparel and accessories available in stores, as well as exclusive online offerings. It will also offer the retailer’s new H&M Home, which has made its debut with the launch and is available exclusively online. The home collection features towels, bed linens, curtains and other home textiles and accessories in a variety of colors and prints.  

"We are thrilled to launch online shopping in the U.S.," says Daniel Kulle, U.S. president for H&M. "This significant milestone fully rounds out H&M's multichannel offering. Along with close to 300 stores, our U.S. customers will now have 24-hour access to the best of our fashion and home collections via their computers, smartphones and tablets from anywhere in the U.S."

To promote its online shop launch, H&M will partner with top bloggers across the nation, one representing each state through a user-generated contest titled, "50 States of Fashion." The nationwide contest will have each blogger’s readers tag their personally curated looks from their hm.com purchase on Instagram, for the chance to be chosen as America's top H&M look.

To further highlight the arrival of its e-commerce presence in the U.S., H&M will offer exclusive online pre-shopping of its Paris Show collection. Presented first on the runway during Paris Fashion Week, this collection will debut globally in approximately 200 stores and online September 5. U.S. customers will have the opportunity to be the first in the world to shop the collection on August 22.

The retailer will also be marking the launch of its online shop with a popup shop on August 22 in the heart of New York City's Meatpacking District where customers will get a glimpse of the e-commerce site. The popup shop will feature the Paris Show collection, a try-on lab and a virtual checkout system where customers can make purchases with their iPads. 

H&M Hennes & Mauritz AB was founded in Sweden in 1947. In addition to H&M, the group includes the brands & Other Stories, Cheap Monday, COS, Monki, Weekday and now H&M Home. The H&M Group has around 2,900 stores in 49 markets including franchise markets.