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.

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.

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.”

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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.