Expansion strategy

Global expansion

We are growing with quality, sustainability and high profitability. H&M offers a wide range of inspiring fashion for everyone, and is growing with new stores the world over. There is room for further expansion for the Group in all existing markets as well as in new countries.

H&M’s expansion target is to increase the number of stores by 10–15 percent.

We continue to grow in new and existing markets with a focus on quality, sustainability and continued high profitability.

H&M’s growth target is to increase the number of stores by 10–15 percent per year, and at the same time increase sales in comparable units.  Expansion includes H&M as well as COS, Monki, Weekday, Cheap Monday, & Other Stories and H&M Home. We see potential for further expansion in all existing markets as well as in new countries.

The strong pace of expansion continues into 2014 with a planned 375 new stores net. The highest rate of expansion will be in China and the US. There is also great potential for expansion in other markets such as Russia, Germany, Italy and Poland.

Sustainable growth

Years of success and solid growth have resulted in a strong financial position. Our expansion is financed entirely by H&M’s own resources. This allows us to make the most of each business opportunity and create potential for continued expansion with focus on quality, sustainability and continued high profitability.

Before we move into a new country or city an assessment is made of the market’s potential. Factors such as demographic structure, purchasing power, economic growth, infrastructure, political risk, human rights and environmental sustainability are analysed.

Our stores

Our stores should always be in the best locations for business. By leasing store premises instead of owning them we remain flexible in a constantly evolving retail landscape, and can make sure we are represented in the most attractive streets and shopping centres in all our markets.

H&M stores are run by H&M, with the exception of some markets where we collaborate with franchising partners. Franchising is not part of the general expansion strategy.

Sustainability is key to the company business and we are working actively to make both existing and new stores sustainable in the long term. This includes recycling waste, changing to more energy and water efficient systems and selecting the more environmentally responsible materials, such as certified wood or recycled materials.

Online expansion

To meet the rapid development of the online market, in particular shopping via smart phones and tablets, our investments into distance selling continues.

H&M’s shop online is available in 10 European markets and the US. The easily navigated digital store is fully mobile-adapted since January 2013 and already very popular with our customers. Roll-out of shop online to other markets of the H&M Group will follow.

COS, Monki, Weekday and Cheap Monday offer sales online in 18 European markets while & Other Stories is available online in 10 European markets.

business concept

Quick facts

Approximately 3,200 stores in 54 markets.



The H&M Way

"The H&M Way" (PDF) defines who we are, what we do and how we do it.


H&M, & Other Stories, Cheap Monday, COS, Monki and Weekday. Six brands with different collections.

From idea to store


The first store opened in 1947 in Västerås, Sweden.