Klarna (NYSE: KLAR), the global digital bank and flexible payments provider, and H&M, one of the world’s largest fashion retailers, have announced the expansion of their longstanding global partnership into Romania and Hungary, making Klarna available as a payment method on H&M’s online stores in both markets. The move comes as Klarna accelerates its footprint across Central and Eastern Europe, arriving at a moment when demand for digital, flexible payment options in the region is growing rapidly.
Flexible Payments Now Available for H&M Shoppers in Two New Markets
H&M shoppers in Romania and Hungary can now access Klarna‘s full suite of flexible payment options at online checkout, including paying in full with Klarna, paying in 30 days, or splitting the total into three equal interest free instalments, all with costs clearly displayed before completing the order. Customers can also adjust due dates and make early repayments directly through the Klarna mobile app, available on both iOS and Android.
Loredana Pipoș Lupescu, Country Manager Romania at Klarna, said, “We are delighted to expand our partnership with H&M and bring Romanian and Hungarian consumers modern, digital, transparent alternatives for managing their payments. We have been working with H&M for many years and expanding into these two markets is a natural step in developing and strengthening our presence in the region. We are seeing increasingly strong adoption of digital payments in these markets and aim to offer consumers clear and smooth options and, for retailers, a payment process that reduces friction and supports conversion.”
Romania Is Already a Strong Klarna Market
The partnership expansion comes at a particularly meaningful moment for Klarna in Romania. Since launching in the market in June 2023, Klarna has already surpassed 500,000 active users and now collaborates with over 1,500 top merchants in the country. That trajectory in less than three years reflects the same broader pattern Klarna has demonstrated in markets including France, where it recently surpassed 7 million consumers and is now used by 1 in 7 adults.
Katarzyna Skrzeczynska, Head of Customer Activation and Marketing for H&M East Region Europe, said, “At H&M, we are committed to liberate fashion for the many by making every shopping experience convenient, relevant and inspiring. By extending our partnership with Klarna, we’re providing to customers in Romania and Hungary a truly modern way to shop, with flexible payment solutions.”
A Global Partnership Finding New Roots
Klarna and H&M have collaborated internationally for several years, with H&M forming part of a global merchant network that includes Uber, Saks, Sephora, Macy’s, IKEA, Expedia, Nike, and Airbnb, among others. The Romania and Hungary expansion is a natural extension of that relationship into markets where both companies see accelerating digital commerce adoption and growing consumer appetite for transparent, interest free payment flexibility.
Globally, Klarna now counts over 118 million active consumers, processes 3.4 million transactions per day, operates across 45 markets, and has delivered a total transaction volume of $128 billion in the last 12 months.
