Markets and Expansion

H&M Group is expanding online, through stores, digital marketplaces and external platforms. Our brands each have their own unique identity.

Our offering is aimed at fashion fans all over the world. We are expanding with a focus on quality and sustainability in existing markets as well as in new countries. H&M Group includes the brands - H&M and H&M HOME, COS, & Other Stories, Monki, Weekday, ARKET and Afound.


In 2020 the H&M group plans to open approximately 165 new stores, while around 130 permanent store closures are planned – resulting in a net addition of approximately 35 stores.

The integration of stores and online continues. Australia is scheduled to become a new H&M online market towards the end of 2020. H&M will also be launched this year on the ecommerce platform SSG.COM in South Korea. 

The first H&M store in Panama is scheduled to open at the end of 2020 via franchise. 

COS, Monki, Weekday, & Other Stories and ARKET all plan to launch online sale in Bulgaria, Cyprus, Estonia, Greece, Croatia, Latvia, Lithuania, Luxembourg and Romania in 2020. COS plans to open its first store in New Zealand this year, Monki in the Philippines, & Other Stories in Norway and Russia, and Weekday also in Russia.

The H&M group recently launched Treadler, offering services from the 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 H&M group.

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