Market Overview

In 1947, the womenswear store Hennes opened in Västerås, Sweden. Today, H&M Group is a global fashion and design company with 51 online markets and stores in 74 markets.

H&M Group’s ten largest markets, second quarter 2020


Markets* Stores (31 May 2020)
Germany 460
USA 586
UK 300
Sweden 174
France 228
Netherlands 139
Switzerland 98
Denmark 110
Russia 148
Others* 2,299
Franchise stores** 277
Total number of stores:

* E-commerce is available in 51 markets including the group’s ten largest markets and the three franchise markets below with *.

** United Arab Emirates*, Kuwait*, Qatar, Saudi Arabia*, Egypt*, Bahrain, Oman, Lebanon, Israel, Morocco, Jordan, Thailand* and Indonesia*.

Franchising is not part of the general expansion strategy of the H&M group. Our stores are run by us directly, with the exception of some markets where we for regulatory reasons collaborate with franchising partners.

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