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 H&M group’s expansion is taking place with a focus on increased omnichannel sales. In 2022 H&M will launch in six new markets, with Cambodia having successfully opened in March via franchise. The other new H&M markets in 2022 will be Ecuador, Kosovo and North Macedonia, and via franchise Costa Rica and Guatemala. In 2023 H&M plans to open its first store in Albania.

At the beginning of this year H&M online was launched in Colombia and Peru. Later in the year COS will launch online in Australia and via Zalora in the Philippines. Also during 2022 Monki will launch on AboutYou, and on Zalora in Singapore and Malaysia. This year Arket will open its first store in France and & Other Stories in Singapore.

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 95 new stores and close around 240 stores, making a net decrease of around 145 stores. Most of the openings will be in growth markets, while the closures will mainly be in established markets.