H&M has expanded substantially in recent years. Today almost 2,900 stores are spread across 49 markets. The H&M Group includes H&M and H&M Home as well as COS, Monki, Weekday, Cheap Monday and & Other Stories – independent brands that express their own sense of fashion.
Germany is H&M’s largest market, followed by the US, UK and France. Looking forward, H&M sees great potential for continued expansion in existing as well as new markets. All brands will all continue to grow through more stores but also on digital platforms such as hm.com, mobile apps and social media.
In some markets H&M is collaborating with franchise partners, but franchising is not part of the general expansion strategy.
H&M, & Other Stories, Cheap Monday, COS, Monki and Weekday. Six brands with different collections.
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How does H&M build up its range?
The first store opened in 1947 in Västerås, Sweden.
