Quick Facts
- H&M launched its first US marketplace storefront on Nordstrom.com on April 28, 2026
- Products range from $19.99 to $49.99 across women’s, men’s, children’s and H&M Move activewear
- Partnership comes after H&M posted 5.4% decline in US sales at end of 2025
H&M opened its first US marketplace storefront on Nordstrom.com, marking the Swedish retailer’s debut on a curated retail platform in America.
The partnership launches as H&M seeks to reverse declining US performance. The company posted a 5.4% drop in US net sales at the end of 2025, even as global revenue rose to $23.36 billion in 2024 from $22.29 billion the prior year.
“Our launch on Nordstrom Marketplace marks an important step in making H&M even more accessible to customers across the U.S.,” said Kate Rogowski, head of customer activation and marketing for H&M Americas.
The initial product selection includes items for women, men and children, plus H&M’s activewear brand H&M Move. Most products are priced between $19.99 and $49.99. H&M will update the assortment regularly with new arrivals across seasons.
Under the partnership structure, H&M operates through Nordstrom’s “true marketplace model.” Nordstrom doesn’t buy H&M products wholesale. Instead, H&M manages backend logistics and fulfills orders through its own warehouses while leveraging Nordstrom’s customer services including returns.
“We know that their customer is very highly engaged and very fashion forward,” Rogowski told WWD about choosing Nordstrom. “We felt that it was a good fit using Nordstrom as a platform to introduce H&M to new audiences.”
For Nordstrom, the partnership expands its two-year-old marketplace platform. Digital sales represent about 36% of Nordstrom’s total sales, generating over $6.5 billion in net sales in fiscal 2024.
“We’re proud to welcome H&M to Nordstrom Marketplace, expanding our ability to serve more customers on more occasions,” said Miguel Almeida, president of digital and customer experience at Nordstrom.
H&M customers shopping through Nordstrom.com will access all standard Nordstrom services including loyalty benefits, customer care, styling, alterations and returns.
The move comes as McKinsey projects low single-digit growth for the global fashion industry in 2026, with heightened economic volatility driving value-conscious consumer behavior in the United States.
H&M hasn’t ruled out expanding to other US marketplaces. “We will analyze the performance at Nordstrom to guide our next steps,” Rogowski said.
Read more: H&M launches storefront on Nordstrom’s marketplace
