The much-anticipated launch of H&M's UK e-commerce store today (16 September) is expected by analysts to be worth the wait.

Research group Verdict expects the store to edge in front of the competition, thanks to recent promotional activity including a tie-up with influential brand Lanvin.

Charlotte Woods, analyst at Verdict said: "The collaboration with Lanvin has created a buzz around the brand which will only help build the excitement among consumers for the launch of the retailer’s first transactional site."

The Swedish retailer first announced its UK website in June. It follows dedicated international e-commerce launches by rivals Gap and Zara earlier in the month.
 
Woods added: "From analysing the success of past H&M collaborations it is clear that those which delivered the greatest level of exclusivity were amongst the most successful.
 
"Although there were other factors at play the first collaboration with Karl Lagerfeld was one of the most exclusive in terms of both range and distribution and was hugely successful as a result. Conversely, the comparative failure of the Marimekko and second phase of the Matthew Williamson collaborations can be in part attributed to their lack of exclusivity."

H&M online first launched in Sweden in 1998, followed by dedicated stores in Norway, Finland, Denmark, The Netherlands, Austria and Germany.