The global fashion retailer is now focussing to enter small Indian cities by opening the majority of its stores are located in metro cities. Sweden-based fashion retailer Hennes & Mauritz (H&M) has started its own e-commerce operations in India on March 15, 2018.

“India has now become the 45th global market where H&M has started its online stores,” H&M India Country Manager Janne Einola said. With the launch, consumers in India have got the access to a wide range of chic collections with exclusive ‘online-only’ pieces available all year-round on H&M’s e-store. Deliveries would be done at most of the pin codes in India except for a few. A third party has been roped in to take care of the deliveries, she added.

H&M currently operates 29 stores in India and the online store is a boon to the young consumers in Tier II and III cities of India. The complete range for men, women and kids can be shopped at the newly launched e-place.

The Swedish retailer has tapped the tech aspect as well by introducing a Scan-and-Buy feature to allow customers to buy products online if appropriate size is not available at its physical stores by scanning barcodes with an aim to bring synergies between its offline and online stores.

Currently, online sales contribute 12.5 per cent of overall sales of H&M globally. Einola hopes that revenue contribution from the e-commerce retail operations in India would be bigger and the strongest. Additionally, H&M is planning to get more brands into the Indian fashion market other than its namesake label.

– Apparel and Textile News, Apparel Talk, Indian Apparel