Nyden was launched in april last year and is aimed at the target group of young adults born in the 1980s or 90s. The idea is to collaborate with the influencers in order to successfully promote the clothes. The launch of the new brand has of the analysts described as a way for H&M to lift the negative sales in 2018.
Branschsajten Textilwirtschaft was first with the news after that have been able to conclude that all Nydens main channels have been quiet since the middle of december of last year.
If the data proves correct, it means that the clothing chain terminates, the other brand within the short period of time. In november 2018, it became clear that the Cheap Monday brand put down after a negative sales trend.
Only three months after the launch of the Nyden left the brand's founder, Oscar Olsson, its ceo post. In the past, the brand has partnered with actress Noomi Rapace and singer Dua Lipa. Now it seems the future will become unclear for klädjättens latest venture.
Read more: H&M buries dödskallejeansen