Markets and Expansion

H&M Group continues to grow. The expansion is long-term and takes place through our different brands, each with their own unique identity.

Our offering is aimed at fashion fans all over the world. We are growing 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.


The global integration of stores and online continues. Work is continuing at full speed to roll out online globally to all existing H&M markets and to other markets as well. Today H&M online is in 48 markets. Thailand, Indonesia and Egypt are scheduled to become new H&M online markets via franchise during the second half of 2019, when H&M will also be launched on Myntra, India’s largest ecommerce platform, and & Other Stories will be launched on Tmall in China.

In addition to Bosnia-Herzegovina, which has already opened, Belarus and (via franchise) Tunisia will become new H&M store markets in 2019.

The company is accelerating its adaptation to customers’ changed shopping patterns and has therefore revised the number of new stores downwards. The net addition of new stores for full-year 2019 will therefore be around 130, which is 45 fewer in the second half than previously assessed.

For the 2019 financial year around 295 new stores are planned to open, of which around 220 will be H&M stores. Around 75 of the year’s store openings will be COS, & Other Stories, Monki, Weekday, ARKET and Afound stores. A total of three standalone H&M Home stores are planned to open in 2019. The majority of the H&M store openings will be in markets outside of Europe and the US.

In total, approximately 165 store closures are planned within the group, which is part of the intensified store optimisation being carried out that also includes renegotiations, rebuilds and adjustment of store space to ensure that the store portfolio is the best fit for each market.

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