H&M Group and Swedish retail retch platform Voyado have announced a strategic partnership with the fashion retail giant acquiring a minority ownership stake in the company. 

This investment is said to “mark a milestone in Voyado’s growth journey, supporting its long-term strategy to enhance platform capabilities, better serve larger customers, and create greater value for all its customers while driving international expansion”.

Voyado’s tech is all about helping retailers, e-commerce businesses, and brands “build long-lasting customer relationships—from first engagement to loyal advocacy. The platform drives profitable sales by optimising e-commerce, creating personalised customer experiences, and streamlining communication across channels”.

H&M has been a customer for several years and said it sees this strategic investment “as a natural evolution of their partnership, strengthening collaboration and amplifying the impact of Voyado’s solutions across global markets”.

Erik Lagerblad, head of H&M Group Ventures added: “We are really impressed by Voyado’s journey so far. After rolling out their solution globally, we’ve seen firsthand the difference it makes in creating value at scale. That’s why it makes perfect sense for the H&M Group to deepen our partnership through an investment, which will further support Voyado’s future growth and strengthen their offering for other enterprise customers.”

It’s investing in a business that has seen an annual growth rate of 35% in recent years, capturing significant market share across the Nordics and one that’s “expanding into key markets” such as the UK, Benelux, and Germany.

By next year, it “plans to broaden its reach beyond the current mid-market focus by expanding into larger enterprise-level customers. This push will be powered by continued product innovation to support large-scale customer databases and address increasingly complex business needs”.

CEO Erica Sandelin Ekelund, CEO of Voyado, said: “Our ambition is to establish Voyado as Northern Europe’s most beloved retail tech companion while maintaining profitability and scalability. H&M Group’s investment brings valuable insights and resources that align with our efforts to scale faster and expand into new segments, creating value for our existing and future customers.”

Voyado’s existing investors include Novax, Verdane, and eEquity. H&M Group won’t join the board, but its representatives “will actively contribute to strategic discussion in other forums”.