• H&M: Closing in.
    H&M: Closing in.
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Swedish fashion retailer H&M has joined forces with a local agency to cement its Australian presence ahead of its imminent launch.

The fast fashion giant has appointed The Trish Nicol Agency to launch H&M into the Australian marketplace.

According to the company, The Trish Nicol Agency will be responsible for managing H&M’s public relations and event management.

Based in Sydney, The Trish Nicol Agency describes itself as a luxury PR agency and event management company and currently boasts clients including Cartier, Bentley, Celine, Dylan Cooper, Olga Berg, Maticevski and Boss Orange.

While the rumour mill has been in overdrive over H&M's expected arrival for some time, the appointment of a local PR firm to handle its affairs on home ground signals a significant step towards the giant's Australian debut.

As previously reported on ragtrader.com.au, the global chain officially announced its plans to launch in Australia via its Facebook page on March 21 with its first H&M store in Australia slated for 2014.

However, the appointment of The Trish Nicol Agency could suggest the Swedish brand is looking to land on local shores sooner than expected, possibly by the end of the year, according to several sources.

The move by H&M will also see it join fellow European fashion giants Zara and Topshop, which have both recently been tightening their grip on the local market.

As previously reported in Ragtrader [March 2013] Zara also recently committed to launching a further two stores in Australia earlier this year - one in Canberra, followed by another outlet which opened in Melbourne's Highpoint shopping complex.

The March openings bring the total of Zara stores in Australia to eight in just under two years.

H&M was established in Sweden in 1947 and offers affordable fashion to men, women and children across approximately 2,818 stores, in over 41 markets.

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