While the precise financial details of the investment remain undisclosed, the sum invested by H&M Group is approximately SEK50m ($5.19m), according to media reports.
This strategic investment is in line with Centra’s goal is to empower fashion brands to realise their creative capacities while expanding internationally and maintaining their distinct brand identities.
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The infusion of capital from H&M will expedite Centra’s growth trajectory and foster further innovation, reinforcing its status as a leading platform in the fashion commerce industry.
The funds will enable Centra to enhance its platform and intensify research and development activities, focusing on direct-to-consumer (DTC), business-to-business (B2B) fashion wholesale, and omnichannel strategies.
Centra CEO Martin Jensen said: “We started Centra with the simple idea that there’s a better way to run a global fashion brand. Our approach is different from the rest of the market – we focus on providing fashion-specific solutions that help brands scale and innovate in ways others can’t. The results we’ve seen with H&M’s portfolio brands show how effective this approach is, and the investment from H&M Group is a strong vote of confidence in the value we’ve built together. We’re excited to continue driving innovation and proving that there’s a better way for fashion brands to thrive in today’s fast-changing commerce landscape.”
Centra has already established partnerships with multiple brands under the H&M umbrella, such as COS, ARKET, & Other Stories, and Weekday, all of which migrated to Centra’s platform in 2024.
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By GlobalDataH&M Group’s financial backing reaffirms Centra’s endeavours. Despite this new relationship, Centra said it maintains its independence and continues to prioritise its clientele’s requirements.
Currently, Centra’s platform supports more than 300 brands across Europe, North America and Asia, and recently added Osprey London, MP Denmark, Fond Of and John Smedley.
H&M Group new growth & venture head Nanna Andersen said: “We’ve been truly impressed by Centra’s journey so far. Their ability to combine deep industry insights with technical innovation is helping fashion brands solve real challenges in e-commerce. That’s why we’re proud to strengthen our partnership through this investment, supporting Centra’s continued growth and the next phase of their exciting journey ahead.”
In December last year, H&M Group acquired minority stake in the Swedish-originated retail technology company Voyado, as part of a strategic partnership between the firms.
