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 Groups expansion is taking place with a focus on omnichannel sales. 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 quarter of leases to be renegotiated or exited each year.

For the full-year 2021 the plan is that around 350 stores will close and just over 100 new stores will open, resulting in a net decrease of around 250 stores. Most of the openings will be in growth markets while closures will mainly be in established markets.

In March H&M opened online in Qatar via franchise and H&M has also been successfully launched on the e-commerce platform Zalora in Indonesia. In April the launch of H&M on Zalora will be extended to the Philippines, Malaysia and Singapore. The first H&M store in Panama is scheduled to open in the second half of 2021 via franchise.

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