Asos has deepened its collaboration with the H&M Group by introducing Arket clothing on its platform, marking the first such inclusion.
- The autumn/winter 2024 collection from Arket will be available on Asos, broadening the retailer’s portfolio of H&M-owned brands.
- Asos now includes brands like &Other Stories, Monki, and Weekday alongside Arket in its vast online catalogue.
- The retailer recently became an exclusive seller of H&M’s resurrected Cheap Monday brand, adding to its unique offerings.
- Asos’s strategic partnership fortifies its stance in the fashion industry, following a major divestment in Topshop.
Asos has strategically enhanced its existing collaboration with the H&M Group through the inclusion of Arket’s autumn/winter 2024 collection on its platform. This initiative marks Arket’s debut on Asos, further cementing the relationship between these industry giants. For Asos, this move extends its array of Nordic design brands available to its customers, thus broadening its market appeal.
The inclusion of Arket underlines Asos’s ongoing effort to diversify its offerings by integrating multiple H&M-owned brands. Presently, Asos’s online platform also features &Other Stories, Monki, and Weekday, all under the H&M umbrella. This diversification not only enhances Asos’s fashion range but also strengthens its competitive edge in the e-commerce sector.
Earlier this month, Asos was appointed as a selective distributor for H&M’s revived Cheap Monday label, a brand that returned to the market after a five-year gap. This exclusivity highlights Asos’s strategic intent to align with renowned fashion names. Vanessa Spence, Asos’s executive vice president of creative, remarked on the collaboration, expressing excitement about offering customers unique styling opportunities with the AW24 collection.
This decision follows Asos’s significant business manoeuvre involving the sale of a substantial majority stake in Topshop and Topman. This transaction resulted in a joint venture with Heartland, an investment firm owned by Bestseller owner the Holch Povlsen family. Such strategic realignments reveal Asos’s focus on streamlining its investments while fortifying its brand collaborations.
Asos continues to cement its position as a leading e-commerce retailer through strategic partnerships and brand diversification.
