Swedish clothing giant H&M Hennes & Mauritz AB has discontinued its catalogue business with immediate effect stating that “shopping from a catalogue simply isn’t relevant to today’s consumers.” The H&M catalogue—which dates back to the Swedish mail-order business Rowells acquired by H&M back in 1980—was currently being published in 6 of its 72 markets. “We want shopping at H&M to be relevant, convenient and inspiring. Shopping from a catalogue simply isn’t relevant to today’s consumers and we have therefore decided to discontinue our catalogue business. Our final catalogues are published during the week starting April 29,” H&M said on its website.

“At H&M we are dedicated to sustainability and we are constantly improving our business to reduce our impact on the environment. This is a gradual work and now the turn has come to the catalogue business which we have decided to discontinue with immediate effect,” the company added.

Customers choosing to shop online instead of through catalogues are the main reason for H&M’s decision to say goodbye to its catalogue. However, with more than 4,400 H&M stores in 72 markets across the world and online shopping in 48 markets, the company still offers fashion fans plenty of fashion inspiration in other channels that are more relevant to today’s consumers.