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.