H&M is going to experiment with selling other brands

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According to new reports, retail giant H&M is going to go head-to-head with the likes of Asos and Zalando by selling other brands alongside its own.

&Other Stories and Arket, which are both owned by H&M, already do this with brands like adidas, although they predominantly sell their own products.

Little is known about the shift in strategy and whether the brands will be stocked in-store or online only, and what countries the trial will take place in.

Despite being the world’s second biggest clothing retailer, second only to Inidtex (owner of Zara) the H&M group has seen its profits drop for three years in a row due to higher discounts and a general slow down in the market.

A spokesperson for the company said the move would hopefully help to attract new customers.

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