Markets and expansion

H&M Group is expanding, with a focus on omnichannel sales. We make it possible for our customers 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.

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

The pandemic has accelerated the already ongoing transformation of the industry, with increased digitalisation that has rapidly changed customers’ behaviour. The current situation has changed the preconditions for, among other things, rental terms for stores. The H&M group is continuing to renegotiate a large number of leases as part of the company’s intensified store optimisation, which also involves rebuilds and adjustment of the number of stores and of store space to ensure the best store portfolio in each market. The H&M group’s contracts allow around a third of leases to be renegotiated or exited each year.

Most of the openings will be in growth markets, while the closures will mainly be in established markets. The first H&M store in Panama opened successfully in September via franchise.

In autumn 2021 Monki will launch on the e-commerce platform Zalora in the Philippines and & Other Stories will launch on Nordstrom in the US.

H&M online will launch in Chile during autumn 2021 and in Peru, Colombia and Uruguay in the first half of 2022.

In 2022 H&M will launch in five new markets: the brand’s first stores will open in Ecuador, North Macedonia and Kosovo, and via franchise in Costa Rica and Cambodia.

COS plans to launch online in Australia at the start of 2022.

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