The ’00s

In 2000, a major H&M flagship store opens on Fifth Avenue in New York. The opening of the first store in the U.S. marks the start of the expansion outside Europe.

H&M and Karl Lagerfeld take the world of fashion by surprise in 2004, teaming up to show that design isn’t a question of price.

Since this first designer collaboration fashion giants like Versace, Roberto Cavalli, Alexander Wang and Stella McCartney have been invited to make their design accessible to fashion fans globally. 

The expansion of online sales continues, initially to European countries.

H&M goes far east, opening the first stores in Shanghai and Hong Kong in 2007.

2007, marking 60 years after the first Hennes store opened, COS is born. The honour of hosting the first store goes to London, UK.

Weekday, Monki, and Cheap Monday are welcomed to the H&M group through the purchase of FaBric Scandinavien AB.

Home styling becomes more fun thanks to the launch of H&M Home in 2009.

In 2000 Rolf Eriksen is appointed CEO. Karl-Johan Persson takes over as CEO in 2009.