H&M has announced it is ditching its catalogue service in order to focus on services which are more relevant to today’s shoppers, such as online.

In a statement, the Stockholm-based clothing giant said that its final catalogues were published during the week starting 29 April and would be discontinued thereafter to reflect the shift of consumers to digital services and e-commerce platforms.

The catalogue, which is currently distributed in stores and to registered customers in six of H&M’s 72 markets, has running since H&M acquired mail-order business Rowells in the 1980s.

A statement from the company said: “We want shopping at H&M to be relevant, convenient and inspiring. Shopping from a catalogue simply isn’t relevant to today’s consumers and we have therefore decided to discontinue our catalogue business.

It added: “As shopping patterns change and customers nowadays choose to shop online instead we have decided to say goodbye to our catalogue.

“With more than 4,400 H&M-stores in 72 markets across the world and online shopping in 48 markets we still offer fashion fans plenty of fashion inspiration in other channels that are more relevant to today’s consumers.”

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