H&M Group secures minority investment in e-commerce platform Centra

H&M has acquired a minority investment in e-commerce platform Centra, marking a strategic move to strengthen its presence in the digital commerce landscape.

Founded in 2016, Centra’s cloud-based technology is specifically designed for fashion and lifestyle brands, offering both direct-to-consumer (DTC) and wholesale (B2B) solutions.

The firms’ offering aims to help brands better manage their online stores, expand globally, and deliver personalised experiences to customers, including language, currency, payment methods, and logistics services.

It also offers integration with various marketing solutions, payment providers, and other systems, and provides APIs for developers to customise the platform. 

The deal strengthens the existing partnership between the two companies, with several H&M brands, including COS, ARKET, & Other Stories and Weekday, transitioning to Centra’s platform last year.

The tech firm currently supports over 300 brands across Europe, North America and Asia, with recent additions including John Smedley, Osprey London, Fond Of, and MP Denmark.

The move comes as recent data from Shopify shows that global e-commerce sales are expected to grow from USD $6.09 trillion in 2024 to USD $6.56 trillion in 2025, with leaders in the field currently including China, United States, Japan, United Kingdom and Germany.

H&M said the investment will help support Centra’s next phase of global growth and innovation with a specific focus on optimising the platform’s services and accelerating research and development (R&D) efforts across its direct-to-consumer (DTC), fashion wholesale (B2B), and omnichannel capabilities.

Nanna Andersen, chief of new growth and ventures at H&M Group, said that Centra's journey has been fundamental to the success of the investment.

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

Centra said the capital injection will help the company continue its mission of global expansion while remaining true to its unique identity.

The platform emphasised in a statement that while H&M investment serves as a strong vote of confidence in Centra’s capabilities, the company remains fully independent, with decisions driven by the needs of its customer base.



Share Story:

Recent Stories


Poundland significantly reduces antisocial behaviour, aggression and shoplifting with Motorola Solutions VT100 body cameras
Retail should not be a high-risk occupation. As a company, we are focused on listening to our colleagues and customers to help them with the issues they are facing in-store and so far, the feedback on our body cameras has been excellent. They act as a great visual deterrent, help to de-escalate situations and overall, this project has significantly aided our goal to make the retail environment safer.

For further information on Motorola Solutions’ retail security products, including body cameras, click here.

Supplying demand: how fashion retailers can meet the needs of customers and still be sustainable
The fashion industry is no stranger to breaking the mould and setting trends, but the pursuit of style can come at a huge cost to the environment.

New legislation, such as the European Union's Ecodesign for Sustainable Products Regulation, will set mandatory minimums for the inclusion of recycled fibres in textiles, making them longer-lasting and easier to repair.

Advertisement