2010 and onwards


H&M launches its first collection made entirely out of sustainable materials, with many more sustainable initiatives will follow.


H&M Group launches its Incentive Program for all employees.


Garment collecting is introduced in H&M stores worldwide. Since then, thousands of tons of old textiles have been collected for reuse and recycling.

H&M Group launches yet another brand: & Other Stories, with design studios in Stockholm, Paris and Los Angeles.

H&M’s rapid expansion continues and there are now stores in Europe, North America, Asia, the Middle East, Africa, South America and Australia.


H&M Foundation launches The Global Change Award. The GCA is a challenge designed to spur innovations that can accelerate the shift from a linear to a circular fashion industry.


The new brand ARKET, created as a modern-day market offering a broad yet selected range of functional and timeless essentials, opens its first physical store on Regent Street in London, and online in 18 European markets.


The new brand Afound opens its first stores in Sweden and online. Afound is a new marketplace with discounted fashion and lifestyle products from the brands within the H&M Group, but also other popular brands.


H&M became the first big fashion brand in the world to provide detailed information on product level about materials and the supply chain.

H&M Group increased its ownership in Sellpy, an e-commerce platform for second-hand items. H&M Group is now the main owner.

Treadler is launched, offering services from H&M Group’s world-leading supply chain. Treadler will enable a more rapid transformation to a more sustainable textile industry while adding a further long-term line of growth to the group.