Asos enhances its collaboration with H&M Group, launching Arket’s collection.
- The autumn/winter collection of the Nordic brand debuts on Asos.
- Asos strengthens its brand portfolio by adding Arket.
- This move follows the brand’s involvement with H&M’s Cheap Monday.
- Asos’s creative VP highlights the mutual benefits of the partnership.
Asos has taken a significant step in expanding its connection with the H&M Group by launching Arket’s autumn/winter 2024 collection on its platform. This collaboration marks the first time Arket’s products are available on Asos’s website, reflecting a strategic initiative to broaden its appeal and offerings within the fashion retail sector. Asos is thereby enhancing its partnerships with notable brands under the H&M Group umbrella.
This development is an extension of Asos’s ongoing efforts to collaborate with H&M-owned brands, such as &Other Stories, Monki, and Weekday, all of which have contributed significantly to Asos’s growing reputation in fashion retail. Earlier in the month, Asos notably became a key retailer for the relaunch of H&M’s Cheap Monday brand, which returned after a five-year absence.
Vanessa Spence, Executive Vice President of Creative at Asos, expressed enthusiasm about the partnership with Arket, stating, “We’re excited to welcome Arket to our industry-leading roster of partner brands, continuing our commitment to our customers to offer the best in fashion.” She emphasised how this collaboration allows customers to engage with the Arket collection in a unique and personal manner.
The inclusion of Arket is part of Asos’s broader strategy to diversify its offerings following corporate restructuring activities, such as the recent sale of a majority stake in Topshop and Topman. This sale resulted in a joint venture with Heartland, an investment firm owned by the Holch Povlsen family, showing a clear intent to optimise Asos’s brand portfolio and financial health.
Asos’s ongoing collaboration with H&M Group reflects its strategic intent to enhance its brand offerings and market position in the fashion industry.
