H&M began to get involved in the home industry as early as 9 years ago. Now, H&M has cooperated with IKEA, and it is not difficult to find that H&M will have a deeper layout in the home field in the future. In fact, in addition to H&M, many apparel brands are expanding into the field of “home”, and cross-border has become the norm in every industry.
Recently, IKEA has invested in the H&M Company in maintaining its independent investment institution.
It is reported that IKEA holding company Interogo Holding AG invested 1.7 billion Swedish kronor (about 190 million US dollars) to buy H&M Group shares. Currently, Interogo holds 10.18 million active shares of the H&M Group through its subsidiary IH CAPITAL HC1 AB, representing 0.6% of the total share capital and 0.3% of voting rights.
Although H&M is now "marriage" with IKEA, it started to get involved in the home field as early as nine years ago.
According to inspections, H&M first launched the Home series of household items in February 2009, but it was not sold in the Chinese market. Until February 13, 2014, the H&M home series officially landed in China.
At present, H&M's home furnishing products in China include blankets, carpets, cushions, curtains and other fashionable home soft packs, as well as plates, candles, aromatherapy, glass jars and so on. It has been reported that H&M plans to expand its product range in a specific market by the end of July, including small furniture such as cutlery, hangers, stools and lamps.
It is observed that although H&M Home and IKEA are both household products, there is a clear difference between the two. H&M Home is mainly for home soft furnishings, and there is not much involvement in furniture and lamps. Nowadays, H&M cooperates with IKEA, and it is not difficult to find that H&M will have a deeper layout in the home field in the future. In addition, after holding IKEA, H&M is equivalent to having a “leader” in the field of unfamiliar homes such as lamps and furniture, which can avoid risks to a certain extent.
In fact, in addition to H&M, many furniture brands are expanding into the field of “home”, such as ZARA launching ZARA HOME, MJstyle launching MJstyle trend life pavilion, HLA launching Heilan Home, WESTLINK launching FUNLINK, JNBY launching JNBYHOME, etc. Most of these brands of home furnishing products are mainly soft home furnishing.