H&M and Google Cloud are partnering on a new core data platform.

The partnership will also work together on the development of a new data mesh so that H&M can access all types of data and events from multiple sources, including: in-store; online; suppliers; and its brands ecosystem.

They are also creating what they describe as an “enterprise data backbone”, which will include the new data platform, a data product, and advanced AI and ML capabilities.

According to Google, the new partnership will enable the further creation of data science and AI capabilities through out the retailer's business.

“H&M Group has a long history of innovation across all our brands and always wants to build meaningful relationships with our customers,” said Alan Boehme, chief technology officer, H&M Group. “We are now further accelerating digitalisation as we believe in sustainable growth powered by advanced analytics and tech. Therefore, I’m happy to announce we’ve found a provider who matches our needs.”

The announcement comes after H&M recorded a 20 per cent hike in sales to roughly £8.4 billion (SEK 103,670m) in the six months to 31 May 2022.

“We’re delighted to announce this partnership, and look forward to working with H&M Group to create new and exciting customer experiences, whether that’s in-store or online,” said Eva Fors, managing director Google Cloud Nordic Region. “We admire H&M Group’s commitment to innovation and are excited to move forward in our journey together.”

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