Markets and expansion

H&M Group is expanding online, with a focus on omnichannel sales. Our customers want to be able to shop and be inspired when and how they chose – in our stores, on our brands’ own websites, on digital marketplaces and in social media.

We offer strong and unique brands that want to give customers unbeatable value with the best combination of fashion, quality, price and sustainability. H&M Group includes the brands H&M and H&M HOME, COS, & Other Stories, Monki, Weekday, ARKET and Afound.

Growth and expansion through integrated channels

H&M Group expansion is taking place with a focus on omnichannel sales. The pandemic has accelerated the ongoing transformation of the industry where customers want to be able to shop and be inspired when and how they choose – in our stores, on our brands’ own websites, on digital marketplaces and in social media. Customers are showing us they appreciate a convenient and inspiring experience in which the channels interact and strengthen each other. H&M Group is therefore continuing its ongoing transformation work, which includes increased digital investments, further integration of online and physical stores as well as a faster pace of store consolidation.

In 2020 H&M opened online in Australia, and as a result now trades online in 52 of its 74 markets. In addition, H&M was launched on the e-commerce platform SSG.COM in South Korea. COS, Monki, Weekday, & Other Stories and ARKET all opened online in Bulgaria, Cyprus, Estonia, Greece, Croatia, Latvia, Lithuania, Luxembourg, Romania, Russia and Switzerland in 2020. COS also opened online in Japan and ARKET was launched on e-commerce platform T-mall in China. Afound opened online in Germany and Austria as well as a store in the Netherlands. COS opened its first store in New Zealand, Monki in the Philippines, Weekday in Russia and Spain, and & Other Stories in Russia and Norway.

In 2020 the group closed 187 stores and opened 129, resulting in a net decrease for the year of 58 stores. For 2021 the plan is that 350 stores will close and just over 100 new stores will open, resulting in a net decrease of around 250 stores. As in 2020, the majority of the closures will be in established markets, while most of the openings will be in growth markets. The first H&M store in Panama is scheduled to open in the second half of 2021 via franchise. In 2021 H&M HOME will open concept stores in Russia, Italy and France and via franchise in Kuwait and Thailand. COS will open its first stores in Greece, Estonia and the Philippines, & Other Stories and ARKET will both open their first stores in China and ARKET will also open in South Korea.

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