Market overview

In 1947, the womenswear store Hennes opened in Västerås, Sweden. Today, H&M Group is a global fashion and design company with 53 online markets and stores in 74 markets.

H&M Group’s ten largest markets, second quarter 2021

Markets*Stores (31 May 2021)
USA552
Germany450
UK278
Russia161
Sweden160
China489
Switzerland95
France223
Netherlands126
Italy171
Others*2,208
Franchise stores**271
Total number of stores:4,913

* E-commerce is available in 53 markets including the group’s ten largest markets and the four 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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