H&M aims for Spain, Inditex’s home market, with a new production office in Barcelona

H&M Group is investing in Spain—perhaps not coincidentally, the home of its archrival Inditex. The Swedish fashion group is opening a new production office in Barcelona, which will serve as a hub for product development, trend analysis, and market research.

Barcelona takes on a larger role

H&M is specifically focusing the office on product development. According to the company, the location is intended to create “a collaborative work environment for H&M’s production and sourcing teams and for selected supplier partners.” From Barcelona, the group aims to identify trends more quickly, develop new product ideas, and support market research.