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H&M brings production closer to consumer with new Barcelona office

Located at Casa de les Punxes, H&M’s new production office hopes to tap into Barcelona’s “strong creative and product expertise” and could help it take on faster rivals Inditex.

Rachel Lawler September 10 2026

The move could signal a “strategic shift” away from a traditional procurement-led model and allow H&M to take on speedier rivals such as Inditex’s Zara. Credit: Shutterstock/davide bonaldo

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