H&M Faces Racism Probe in Sweden Over Alleged Store Discrimination

This investigation is being conducted by the Swedish Equality Ombudsman (DO). The daily Aftonblade published a report last November including hidden camera footage. This report shows a foreign woman to whom the Swedish company had refused to exchange items purchased without a receipt, while this possibility had been offered to the reporter of this newspaper of Swedish nationality.

In its defense, H&M stated that its policy allowed it to exchange items without a receipt as long as the model was still available in its store. On its Facebook page, the brand denounced all forms of racism and discrimination, but refused to comment on the video sequences.

Based on this report, DO decided to conduct an investigation into these facts. This investigation aims "to determine whether there has been a violation of the prohibition of discrimination for which the company is responsible," it said in a statement.

On Wednesday, an H&M spokesperson said the company was investigating what had happened. "It goes without saying that all customers must be treated the same way and we take this type of accusation very seriously," she said, adding that the brand would respond to the Ombudsman’s questions by December 22.
If the facts are proven true and verified, the case could be brought to court.