H&M Group takes minority stake in Centra e-commerce platform

H&M Group has taken a minority stake in fashion-focused e-commerce platform Centra.

The amount involved was not disclosed, but reports put it at SEK 50 million (£3.7m).

Centra said the investment will go towards research and development and scaling up in Europe and the US.

Centra was founded in 2016 and offers an e-commerce platform for fashion brands selling direct to consumers.

Several H&M brands, including COS, ARKET, & Other Stories and Weekday, moved to Centra’s platform in 2024.

Martin Jensen, chief executive at Centra, said: “We started Centra with the simple idea that there’s a better way to run a global fashion brand.

“Our approach is different from the rest of the market - we focus on providing fashion specific solutions that help brands scale and innovate in ways others can’t.

“The results we’ve seen with H&M's portfolio brands show how effective this approach is, and the investment from H&M Group is a strong vote of confidence in the value we’ve built together. “

Jensen added: “We’re excited to continue driving innovation and proving that there’s a better way for fashion brands to thrive in today’s fast changing commerce landscape."

Nanna Andersen, chief of new growth and ventures at H&M Group, said: “We’ve been truly impressed by Centra’s journey so far.

“Their ability to combine deep industry insights with technical innovation is helping fashion brands solve real challenges in e-commerce.

“That’s why we’re proud to strengthen our partnership through this investment, supporting Centra’s continued growth and the next phase of their exciting journey ahead.”