The personalised embroidery service is currently available at the H&M Alexa store in Berlin during the fourth quarter of 2023. Credit: Shutterstock

Through this collaboration, H&M and Coloreel are aiming to explore ways to create “exciting brick-and-mortar shopping experiences” and assess the impact of disruptive technology like Coloreel’s on in-store purchases.

Coloreel, an innovator in the field of embroidery, will provide a spectrum of colours for customers to experience in the new pilot project.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

The technology has been designed to significantly reduce wastewater by 97% and uses recycled thread, to make a substantial contribution to more sustainable production practices.

This initiative has been developed by H&Mbeyond, a division of H&M focused on exploring innovative solutions to enhance the shopping experience.

As part of this initiative, customers can select from a diverse library of designs that will be refreshed on a weekly basis.

See Also:

Oliver Lange, head of H&Mbeyond said: “Our partnership with Coloreel reflects our commitment to enhance the shopping experience through innovative solutions. By embracing this advanced technology, we can offer our customers a unique and engaging store visit.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The personalised embroidery service is currently available at the H&M Alexa store in Berlin during the fourth quarter of 2023. While the service currently extends to products within the store, there are plans to potentially offer embroidery services for customers’ own garments in the future.

The companies believe this approach will not only enhance personalisation but also contribute to the sustainability of garments, thereby making a positive environmental impact.

Mattias Nordin, senior vice president of product management at Coloreel added: “Together, we are redefining the boundaries of traditional embroidery, empowering customers to express their individuality.”

H&M made plans last week (19 October) to reduce the size of its distribution centre in Hamburg, Germany and chose to run a self-operated logistics centre in Eastern Europe.