H&M announced on 2 May that it was discontinuing its catalogue business. According to the company, purchasing from a catalogue is no longer relevant for today’s consumers.

H&M thus joins the Otto online shop, which, after 68 years of existence, ceased production of the Otto catalogue in November 2018. In the past, catalogues were regarded as the most important instrument for directing the offer to the consumer, but today the Internet has taken this place and has become the most important channel for direct sales to the customer. “We want shopping at H&M to be relevant, convenient and inspiring,” says the company. “Purchasing from a catalogue is simply no longer relevant for today’s consumers”. The last edition of the H&M catalogue was published on 29 April.

bevh confirms growth in online trade

Online retailing is growing steadily and accounts for a large proportion of consumer spending. In April 2019, for example, bevh announced growth of 11.2 percent in online retailing compared to the same period last year. Between January and March, Germans spent 16.24 billion euros on goods online.

Clothing was purchased online in the first quarter of 2019 for EUR 3,132 million incl. VAT (Q1 2018: EUR 2,743 million incl. VAT). This represents growth of 14.2 percent over the previous year. The Shoes division generated online sales of EUR 1,049 million incl. VAT (Q1 2018: EUR 970 million incl. VAT). Growth here was 8.1 percent compared to the previous year.

H&M aims to minimize environmental impact

In addition, the exit from the catalogue business is an obvious way to reduce the company’s ecological footprint. “At H&M, we are committed to sustainability and are constantly improving our business to reduce our impact on the environment. This is a step-by-step process, and now the turnaround has come to the catalogue business, which we have discontinued with immediate effect,” the company said.

H&M focuses on online trading

The H&M catalogue can be traced back to the Swedish mail order company Rowells, which the Group acquired in 1980. It currently appears in only six of its 72 stores. Online shopping, on the other hand, is possible in 48 of these stores. Since, according to H&M, customers’ shopping patterns have changed and they now prefer to shop online, H&M wants to focus on online retailing, which has become more relevant to consumers.


You might be also interested in:

H&M closes gap between online and offline shopping experience

Sustainability Report 2017: H&M wants to redesign the future of fashion


Link: H&M discontinues catalogue business.

Image: iStock