2010 and Onwards

In 2010, H&M for the first time launches a full fashion collection made from sustainable materials.

The H&M Incentive Program for all H&M group employees is launched in 2011.

Garment collecting is introduced worldwide in 2013. Since the start, more than 50,000 tonnes of old textiles have been brought by customers into the H&M stores for reuse and recycling. Long live fashion!

Yet another member is added to the H&M family: & Other Stories. An independent brand created within the H&M group, with design studios in Paris and Stockholm. Launch: 2013.

The rapid expansion continues: there are now H&M stores in Europe, North America, Asia, the Middle East, Africa, South America, and Australia.

In 2014, the new H&M Sport is launched with fashionable sportswear in functional fabrics for the entire family. The same year, H&M’s shoe concept is extended and updated.

H&M Beauty is on everybody's lips, as a full range of specially designed makeup, body care and hair styling products enters the scene in 2015.

To accelerate the development of bold and disruptive ideas that can help close the loop for fashion, The Global Change Award is launched in 2015 by the H&M Foundation. The Global Change Award is a challenge designed to spur early innovations that can accelerate the shift from a linear to a circular fashion industry, with the aim of protecting the planet and our living conditions.

The new brand ARKET is created as a modern-day market offering a broad yet selected range of essentials for men, women and children, and a smaller assortment for the home. Launched in 2017, ARKET has its roots in the functional and timeless design of the Nordic tradition. The first store opens on Regent Street in London as well as online at arket.com in 18 European markets.

Afound was launched in 2018 with the first stores in Sweden and online. Afound is a new marketplace selling discounted fashion and lifestyle products, with both external and the H&M group’s own brands, offering a wide range of well-known, popular brands for both women and men.

In 2019, H&M became the first big fashion brand in the world to provide detailed information about the factory and material for individual garments in-store and online.

H&M Group increased its ownership in Sellpy, an e-commerce platform for second-hand where the H&M group is now the main owner.

Treadler is launched, offering services from H&M Group’s world-leading supply chain. This will enable more rapid transformation to a more sustainable textile industry while adding a further long-term line of growth to the group.

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