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.

Expansion through integrated channels

The H&M group’s expansion is taking place with a focus on increased omnichannel sales. In 2022 H&M is launching in six new markets. Cambodia opened via franchise in March, North Macedonia opened in August and also via franchise in Costa Rica. The remaining new H&M markets in 2022 will be Ecuador, Kosovo and via franchise in Guatemala. The company is accelerating its expansion in the North and South America region, with a focus on Latin America.

So far this year H&M online has launched in Colombia, Peru and Uruguay. In September H&M online launched via franchise in Israel and on Shopee in Thailand. In the spring COS launched online in Australia and via Zalora in the Philippines. At the end of the year COS online will be launched via franchise in Thailand. Monki has launched on AboutYou, as well as on Zalora in Singapore and Malaysia, & Other Stories on HURR in the UK, and Arket on YOOX. In September & Other Stories opened in Singapore and also on Zalora in Singapore, Malaysia and the Philippines. In the fourth quarter COS will be launching on YOOX, Nordstrom and Breuninger.

In the fourth quarter Arket will open its first stores in France and Finland. 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. For 2022 the plan is to open around 89 new stores and close around 254 stores, making a net decrease of around 165 stores excluding Russia, Belarus and Ukraine. Most of the openings will be in growth markets, while the closures will mainly be in established markets.