H&M is trialling a “scan and buy” feature through its mobile app, which aims to “seamlessly knit together” online and offline shopping.
The feature allows shoppers to check if an item is available online and have it sent to home if it is not in stock or available in a particular colour.
Users can use the app to scan the barcode on an item and then order it online for home delivery.
It is part of a series of trials to link online and offline shopping, which includes a pilot of click-and-collect in the UK, chief executive Karl-Johan Persson told the Financial Times. Other initiatives include allowing online returns in store and next-day delivery, he said.
It comes as the group’s sales including VAT grew 8% in local currencies in January compared to the same month last year. The Swedish fast fashion giant had 4,380 stores on 31 January, up from 3,958 on 31 January 2016.
Persson confirmed that the group will launch two new brands this year, one in the next quarter.
He said each new brand takes several years to turn a profit, meaning that in the short term “it’s not good for the business case”. He added: “For us to continue to grow 10-15% five years from now, 10 years from now we need to plant new seeds. And with the base continuing to grow, we need more seeds.”
At the start of this month, the group confirmed the first UK store for its Weekday fascia will open on Regent Street in London this summer.