Swedish retail giant H&M Group takes minority stake in fashion focused e-commerce platform Centra

Centra has announced an investment from H&M Group. The exact amount involved, which gives H&M Group a minority stake in Centra, was not disclosed in a press release, although media reports put it at SEK 50 million.

The cash will be used for research and development, as well as to scale up in Europe and the US.

Centra was founded in 2016 and operates as an e-commerce platform for fashion companies that want to sell directly to consumers. It has partnered with several H&M brands, including COS, ARKET, & Other Stories and Weekday, which all transitioned to the firm’s platform in 2024.

"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,” says Martin Jensen, CEO at Centra.

“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. 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."

"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,” says Nanna Andersen, Chief of New Growth & Ventures at H&M Group.

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.