Market overview

In 1947, the womenswear store Hennes opened in Västerås, Sweden. Today, H&M Group is a global fashion and design company with 52 online markets and stores in 74 markets.

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

Markets*Stores (30 Nov 2020)
Germany457
USA582
UK289
China505
France228
Sweden168
Russia155
Italy174
Netherlands135
Switzerland98
Others*2,227
Franchise stores**272
Total number of stores:5,018

* E-commerce is available in 52 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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