H&M India Launches Online stores For Sales Push

Swedish retailer Hennes & Mauritz (H&M) has rolled out its e-commerce business in India becoming the latest single brand retailer after Zara to start online retailing operations in the country.

Janne Einola, country manager for H&M in India said, “We are launching the global online store in India. We will have our own store that will be operated though hm.com. You won’t find our products on any other marketplaces in India and it will be available only through our online portal.”

The Swedish retailer has tied up with Delhivery and Blue Dart as it logistics partners. The firm has set up a dedicated warehouse for its online operation in Bhiwandi near Mumbai.

India approved H&M proposal for a 100% single brand retailing subsidiary in India In 2013 and the fashion retailer plans to invest Rs 700 crore in the country to open 50 stores in various cities.

Currently India allows single brands like Puma, Marks & Spencer or Zara to fully own and operate e-commerce, one of the few e-commerce areas where India allows foreign direct investment. Due to restrictions, foreign funded e-commerce companies including Amazon, home-grown Flipkart and Snapdeal operate marketplaces, a model where India allows 100% foreign ownerships but such models are not allowed to sell products themselves and are only allowed to lend their platforms to other retailers and sellers.

Apart from the range available in the stores, H&M’s online portal will also offer “online-only” range for men’s, teens, kids, plus-size, maternity wear and a complete collection of lingerie and accessories, the company said in a statement.

Since its entry into India with a store in New Delhi in 2015, the Swedish retailer is currently operating 29 outlets in various cities.

Einola said, “We aim to strengthen our fashion offer in metro cities and extend access to tier II and III cities across the country where we do not have stores currently. We have also introduced the scan and buy feature which aims to seamlessly knit together online and offline shopping.”