Boosting personalized embroidery, H&M teams up with Coloreel


    The global fashion retailer H&M has joined forces with Coloreel to introduce a pioneering approach to customized embroidery. This new partnership allows customers at the H&M Alexa store in Berlin to personalize their apparel with a myriad of expressive designs.

    The program marks the start of a new and innovative in-store pilot developed by H&Mbeyond. Customers can select from a diverse library of designs that will be updated on a weekly basis.

    Coloreel redefines the art of embroidery, offering an unlimited spectrum of colors at the touch of a button. The technology reduces wastewater by a remarkable 97% and utilizes recycled thread, marking a significant step towards more sustainable production.

    “Our partnership with Coloreel reflects our commitment to enhance the shopping experience through innovative solutions.” says Oliver Lange, Head of H&M beyond. “By embracing this advanced technology, we can offer our customers a unique and engaging store visit.”

    With the collaboration, H&M and Coloreel aim to explore ways to create exciting brick-and-mortar shopping experiences. They also intend to analyze the influence that a disruptive technology like Coloreel’s has on in-store purchases.

    “We are proud to team up with H&M to bring forth a new era of personalized fashion,” says Mattias Nordin, SVP Product Management at Coloreel. “Together, we are redefining the boundaries of traditional embroidery, empowering customers to express their individuality”.

    H&M offers the service at the Alexa store in Berlin during Q4 2023. While the service currently covers products within the store, H&M may add plans to embroider customers’ own garments later. This approach would extend the lifespan of garments, creating a positive environmental impact.

    Source: Coloreel



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