It contrasts with the approach of rival ZaraInditexAder ErrorClarks

H&M now has 70 external brands on its platform in six markets, Helmersson said in an interview after the Swedish fashion giant reported a stronger-than-expected profit.

“This has been really well received by customers who also complement the H&M assortment with other brands,” Helmersson said. “Now we need to focus on making sure that we have the right kind of backbone, for example the right logistics, to really secure profitable growth.”

H&M’s success in driving a marketplace model will rest on its ability to differentiate itself, said Geoff Lowery, partner at Redburn.

“H&M has great customer reach globally and a lot of infrastructure to leverage, but the field of third-party apparel platforms is increasingly crowded from Zalando to Next

H&M also said its MonkiZalora

“Inditex’s thinking is focused on its own brands, own stores and own online,” said Lowery.