H&M launches Australian ecommerce

It’s taken seven years, but Swedish fast fashion retailer H&M has finally launched its Australian online store. Why the wait?

H&M has launched its Australian online store

It’s taken seven years since H&M opened its first store in Australia to now open its Australian ecommerce store here.

Why the wait?

“At H&M Australia our strategy has focused on physical stores, ensuring we are in the right locations and be where our customers are,” Thomas Coellner, H&M Australia country manager, tells The Australian.

Apparently, we’re not alone in this region.

“We have been hard at work to make this happen and are so excited to be the first H&M Southern Hemisphere country to launch online.”

At the same time as launching its ecommerce platform, the Swedish retailer is also launching its loyalty program, H&M Member, and payment solution via Klarna, the first time it has done so simultaneously.

H&M launches online in time for summer.

Australian customers can expect a localised offering in line with what is available in stores, as well as exclusive online collections and offers. The big-ticket global launches will be simultaneous.

“Our special limited-edition collections such as the sustainable Conscious Exclusive and our in-house designed fashion Studio collections will be offered in line with the global launch dates,” said Coellner.

While fast fashion and sustainability are generally at opposing ends of the fashion spectrum, H&M is doing more than most fast fashion brands to deal with its supply chain issues.

“Our vision is to lead the change towards circular and climate-positive fashion while being a fair and equal company. We are committed to making the fashion industry more transparent.”

To this end, Coellner says that the company has committed to “allowing customers to make environmentally friendly shopping choices” within its collections, such as via its H&M Conscious line. It is also aiming for all products to be made from recycled or other sustainably sourced materials by 2030.

Already, says Coellner, this applies to just over half of the materials currently in production.

There is also a transparency function on the website for each product on offer, showing its origin, where it was produced, and the suppliers and factories that created it.

Deliveries will be sourced from a new online distribution centre in Marsden Park, northwest Sydney, and delivery times are anticipated to be between two and 10 days for standard delivery, with express shipping available for selected postcodes.

Added Coellner: “With the launch of online in Australia, we have a clear omni-channel strategy by making shopping convenient and inspiring for our Australian customers. By integrating our digital and physical stores, we aim to create a seamless experience across all channels.”