November 29, 2023 Press News

H&M teams up with Coloreel to bring personalized embroidery to Berlin

The global fashion retailer H&M has joined forces with Coloreel to introduce a pioneering approach to customized embroidery. This new partnership allows customers at the H&M Alexa store in Berlin to personalize their apparel with a myriad of expressive designs.

The program marks the start of a new and innovative in-store pilot developed by H&Mbeyond. Customers can select from a diverse library of designs that will be updated on a weekly basis.

Coloreel redefines the art of embroidery, offering an unlimited spectrum of colors at the touch of a button. The technology reduces wastewater by a remarkable 97% and utilizes recycled thread, marking a significant step towards more sustainable production.

"Our partnership with Coloreel reflects our commitment to enhance the shopping experience through innovative solutions," states Oliver Lange, Head of H&Mbeyond. "By embracing this advanced technology, we can offer our customers a unique and engaging store visit."

With the collaboration, H&M and Coloreel want to explore ways to create exciting brick-and-mortar shopping experiences and analyze the influence that a disruptive technology like Coloreel’s has on in-store purchases.

"We are proud to team up with H&M to bring forth a new era of personalized fashion," says Mattias Nordin, SVP Product Management at Coloreel. "Together, we are redefining the boundaries of traditional embroidery, empowering customers to express their individuality”.

The service is offered at the H&M Alexa store in Berlin during Q4 2023. While the service currently extends to products within the store, plans for embroidering customers’ own garments might be added later. This approach would extend the lifespan of garments, creating a positive environmental impact.

For more information on this pioneering collaboration and the latest updates, visit and

To see the selection of available embroidery designs, visit


Mattias Nordin
SVP Product Management and Sustainability
+46 708 558 557

Roxana Herfort
PR & Communications

About H&Mbeyond.
H&Mbeyond is the open innovation hub of H&M. It thrives on collaboration, working closely with startups and industry experts to stay at the forefront of fashion's evolution. The most successful and promising pilot initiatives find a home within the global H&M Group universe, where they grow into impactful businesses that can shape the future of fashion.

About Coloreel
Coloreel is a Swedish textile innovation brand with a technology for embroidery that enables high-quality dyeing of textile thread on demand. The patented solution makes previously complicated designs accessible, including gradients, textures, and other effects. Using only a single thread and needle means that it significantly improves efficiency, enabling immediate start up and faster delivery. In the future, the technology can be used for sewing, knitting, weaving and more.
Coloreel is part of the movement to reduce waste and move the textile industry towards more sustainable production. By dyeing the thread during production, water consumption is reduced by 97%.
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