Global fashion retailer H&M has announced its debut on Nordstrom Marketplace on April 28, 2026, marking a significant milestone in its U.S. expansion. This move introduces a new channel for fashion-forward shoppers to explore H&M’s most popular styles and represents the brand’s first entry into a curated retail marketplace in the country.

“Our presence on Nordstrom Marketplace is a key step toward making H&M more accessible to customers nationwide,” said Kate Rogowski, Head of Customer Activation and Marketing for H&M Americas. “It offers a convenient way for shoppers to discover and engage with our collections on a platform they already trust, enhanced by Nordstrom’s renowned customer experience.”

At launch, customers will find a thoughtfully selected assortment of H&M favorites across women’s, men’s, and kids’ categories, along with pieces from the brand’s activewear line, H&M Move. The assortment will be refreshed regularly with new arrivals to keep offerings current and inspiring throughout the year.

“We’re excited to welcome H&M to Nordstrom Marketplace, further expanding how we serve customers across different needs and occasions,” said Miguel Almeida, President of Digital and Customer Experience at Nordstrom. “Shoppers purchasing H&M through nordstrom.com will enjoy the full range of Nordstrom services, including loyalty perks, customer support, styling assistance, alterations, and easy returns.”

This launch aligns with H&M’s broader strategy to meet customers wherever they prefer to shop. By joining Nordstrom Marketplace, the brand increases its visibility among both new and loyal audiences while continuing to deliver a seamless and engaging shopping experience across all touchpoints.

Contact:
H&M Media Relations
E-mail: mediarelations.us@ hm.com

Urban living is in a constant state of evolution. From early commutes and busy workdays to evening yoga sessions and dining out, clothing must be flexible enough to keep pace with every aspect of the day. As a result, seamless transitions in apparel have become crucial for managing the fast-moving rhythm of city life.

Adapting to Every Moment
Addressing this growing need, Eastman unveiled "Naia on the move" at the 2025 Intertextile Shanghai Apparel Fabrics – Spring Edition this March. This innovative take on active, urban fashion reimagines adaptability, comfort, and versatility while maintaining a strong commitment to sustainability. By extending the premium features of Eastman's Naia Renew staple fiber to the light sports market, it offers unmatched ease and comfort to city dwellers navigating varied environments throughout their day.

“Naia on the move isn't just a new application—it represents a new way of living, providing comfort and flexibility from morning to night,” said Chad Doub, global segment leader for Eastman’s textiles division. He added, “Naia Renew delivers a high-performance fiber capable of regulating body temperature and managing humidity, essential for the diverse conditions encountered during a typical urban day.”

During the event, Eastman’s booth showcased how the blend of versatility and sustainability comes to life with Naia on the move. The Naia Renew staple fiber is known for its outstanding moisture control, breathability, soft texture, and lightweight nature. Its dynamic properties help ensure comfort across a range of temperatures and humidity levels—ideal for commuting, working, and engaging in light sports. In addition, its durability is notable, as the fiber resists pilling, maintains softness, and holds its shape even after frequent washing and wearing.

Attendees also had the opportunity to explore the latest applications of Naia across activewear, denim, woven materials, and home textiles—marking the most comprehensive display to date. A particular highlight was Naia Renew’s introduction into denim, offering a balance of eco-friendliness and comfort. The fiber’s adaptability was further illustrated through its use in woven wool blends for items like tailored shirts and tweed jackets. Its inclusion in home textile fillings showed Naia's expanding potential in making sustainable living part of everyday life.

“Our booth visitors were genuinely excited about the range of ways Naia Renew can be used,” Doub noted. “We’ve elevated Naia to new heights—it’s ready to accompany modern consumers throughout their busy lives. No matter the occasion, there’s a Naia solution designed to fit seamlessly.”

Endless Opportunities Ahead
Since its introduction to the Chinese market in 2020, Naia has filled a critical niche and has become instrumental in helping brands globally reach their sustainability objectives. Over the past five years, its applications have grown far beyond loungewear, branching into casual T-shirts, knits, and more.

Naia Renew stands out as a circular, eco-conscious fiber, crafted from 60% sustainably sourced wood pulp and 40% GRS-certified recycled waste material. Eastman’s molecular recycling technology enables hard-to-recycle waste to be broken down into fundamental components, creating new cellulose acetate fibers without compromising performance. This breakthrough provides a scalable solution to major environmental challenges, including waste accumulation and overuse of raw materials.