H&M says it believes the move will strengthen its brand and drive new customers to H&M

H&M says it believes the move will strengthen its brand and drive new customers to H&M

Hennes & Mauritz (H&M) has confirmed it is to start offering selected external brands and products through its stores as part of a new trial to drive sales.

A spokesperson told just-style the company believes the move will "complement our offer, strengthen our brand and make new customers discover H&M."

The test will run in selected markets, though the spokesperson could not confirm how many markets or which ones, as it is "still early days" and recruitment for the project is only just starting.

Yesterday the company reported a jump in third-quarter net sales, partly the result of its ongoing "transformation work" to create a faster, more flexible and efficient supply chain and integrate its physical stores and online stores.

The company says net sales were up 12% in the third quarter ending 31 August to SEK62.5bn (US$6.5bn). In local currencies, they were up 8%. It is the fifth consecutive quarterly sales rise for the company.