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 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. 

So far in 2019 H&M and H&M HOME have opened online in Mexico, and H&M via franchise in Indonesia and Thailand. This means H&M’s online store is available in 50 markets and in addition, H&M has launched on India’s leading ecommerce platform Myntra. COS, Monki, Weekday, & Other Stories and ARKET have opened online in Norway, and & Other Stories has also opened on Tmall in China. Later in the year H&M plans to launch online in Egypt via franchise and Afound plans to launch online in the Netherlands. 

New store markets for H&M in the year to date are Bosnia-Herzegovina and Belarus, bringing the total number of markets to 73, with Tunisia to be added later in the year via franchise. In 2019 Iceland has become a new store market for COS, Weekday and Monki. The brands Weekday, & Other Stories and ARKET have also opened their first stores in Luxembourg, COS has opened in Lithuania and Monki has opened in Poland and also via franchise in the United Arab Emirates. New markets to be added later in 2019 are Slovakia for COS, Switzerland for Weekday and Latvia for & Other Stories. 
Later in 2019 customers in up to 70 or so new markets will be able to shop online at COS, Weekday, Monki, & Other Stories and ARKET. The exact number of markets for each brand may vary for this new service. 

As the company communicated in conjunction with the six-month report, adaptation to customers’ changed shopping patterns has been accelerated and therefore the net addition of new stores has been revised down. The net addition of new stores for full-year 2019 will be around 120, somewhat fewer than previously communicated. 

For the 2019 financial year around 290 new stores including franchise are planned to open, the majority of which will open in the fourth quarter. More than 220 of the openings will be H&M stores and the remainder will be COS, & Other Stories, Monki, Weekday, ARKET and standalone H&M HOME stores. 

Approximately 170 stores will be closed, i.e. consolidated in 2019 as part of the intensified store optimisation which 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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