The Swedish fashion giant has decided to only offer the H & M + range online in future. The demand in the branches has fallen sharply in recent years.
It was a surprise for many customers when they searched in vain for the plus size department in the H&M stores these days. The fashion giant from Sweden has deleted its popular 'H&M +' division from its stationary range – but for good reason, as the company explains to us when we ask.
In the past few years, online business has increased significantly and, according to H&M, the larger sizes in particular are mainly ordered online and less and less in stores.
That is why we are now following the needs of our customers by making the entire H&M + range available exclusively online.
The outcry among customers and plus-size bloggers is still great. Influencer Julia Kremer (@schoenwild) is critical of the new strategy. They welcome the idea of no longer having a separate H&M + corner. Instead of banning the collection completely from the stationary trade, she would have wished that the parts would have been sorted into the assortment and thus the size range expanded.
However, the group firmly rejects the allegation made by some customers that H&M excludes curvy women from its branches:
All customers are welcome at H&M. We don't exclude anyone. We can offer all of our customers a wide range of collections and sizes, both in stores and on hm.com.
However, the fashion giant has good news for its buyers: The H&M + range is set to grow in the future and the selection online will be much larger than before.