H&M - Possible brand extension

H&M is famously known for their direction towards a new idea of high street fashion, however they have recently extended their brand towards H&M home.

 H&M home is a brand extension where they sell home items such as lamps, pillows, bed sheets, towels etc. but all products still match the essence of the company which is being fashion forward even in terms of their home products, all products are modern, although low priced they are still of good quality and one would probably not be able to spot the difference between it and a luxurious modern pillow.

However, if faced with a suggestion of further extending the brand into a new direction I would have to consider the brands DNA. It would have to be a brand extension that fits perfectly with their creative and innovative thinking

It could do a brand extension into toiletries, such as shampoo, soap and other bathroom essentials. Their brand logo of H&M would be written clearly on it and just like they are fashionably driven and meet all seasons they can perhaps produce a scent for every season or edible shampoo as they always find a way to amaze their customers. It would still help meet their brand DNA and at the same time it would a good way to expand their customers, it could be sold in boots, super drug as well as their own shop.