H&M has always had an online presence, but try to buy something from the fast fashion brand’s website, and you will get sent straight to the nearest store. An online shop was always lacking for the popular brand. It was first reported that the date for the launch of the much-anticipated feature would be around June 2013, but that date has long since passed. Of course, the source was from an overexcited employee who go the info from a meeting, so that could have just been a false date to throw people off.

After months of speculating of are they or aren’t they opening a website, there’s an official date—a month rather— straight from the horses mouth. H&M’s twitter account responded on a request for an update on the situation with “Online shopping will be available @hmusa in August, stay tuned for further details!” And now it’s playing the waiting game until then.

It’s odd that the Swedish retailer is last to the party when it comes to an online shop, but it’s better late than never. If H&M wants to play its cards right, it should also offer the upcoming Isabel Marant x H&M collaboration online so people don’t have to queue up. Just saying.

[via Styleite]