Fast-fashion retailer H&M says it’s looking to disrupt the branded merchandise industry with a just-launched print-on-demand venture that aims to turn everyone from popular musical artists and athletes, to teams and individuals into clients.

The Sweden-headquartered multinational clothing company is offering to run web-based clothing stores with a potential global reach for clients through its newly minted Creator Studio, which the company described as a “digital-first, end-to-end on-demand platform with the goal set to challenge the market of branded merchandise around the world.”

Formally known as Hennes & Mauritz AB, H&M says it will provide clients who use Creator Studio with on-demand printing of merch through its global supply chain network.

“With our unique capabilities and offering we empower creators everywhere – big or small, local or global – and let them focus on what they do best,” the company said in a job advertisement seeking a brand coordinator for Creator Studio.

Out of the gates, Creator Studio appears to be placing a special emphasis on courting musical artists.

A partnership, for example, has been inked with Doors, a Sweden-based platform that enables performers to do everything from curate and perform online concerts, to communicate with fans and manage ticket sales and royalties. Now, with Creator Studio, merch can be part of the mix, too – and at no financial risk to artists, according to H&M.

“Since every single piece is only produced if bought by a customer, any creator has the possibility to start tailoring their message, let the creativity flow and focus on building meaningful relationships with their fans,” Dinesh Nayar, managing director of Creator Studio, said in a statement reported by Bloomberg.

“With our platform and service,” Nayar continued, “we are creating a risk-free revenue opportunity for bands and performers where the minimum order is one and can be fulfilled within days.”

The global market for licensed merchandise and services was $293 billion in 2019, according to Licensing International. Distributors in the domestic promotional products industry totaled record-breaking sales of $25.8 billion in 2019, before pandemic disruptions triggered a retreat to $20.7 billion in 2020.

Despite supply chain challenges and other issues, H&M increased total company sales 9% in its third quarter to $6.31 billion. Profits were up, too.

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