Markets & expansion

The H&M group continues to grow. The expansion is long-term and takes place through our different brands, each with their own unique identity.

Our offering is aimed at fashion fans all over the world. We are growing with a focus on quality and sustainability in existing markets as well as in new countries. The H&M group includes the brands - H&M and H&M Home, COS, & Other Stories, Monki, Weekday, Cheap Monday and ARKET.



The online expansion will continue in 2018 to countries including India, which opened in March, and via franchise partners to Saudi Arabia and the United Arab Emirates in spring/summer 2018. The plan is to offer e-commerce in all store markets as well as in other markets. New H&M store markets in 2018 will be Uruguay and Ukraine, which will open in the second half of the year.

For full-year 2018 a net addition of approximately 220 new stores is planned. Most of the new stores in 2018 will be H&M stores, of which 45 will have H&M Home shop-in-shops, while approximately 90 stores will consist of the brands COS, & Other Stories, Monki, Weekday, ARKET and Afound. In 2018, eight standalone H&M Home stores are planned to open.

In parallel with the expansion, the store portfolio is being optimised as regards the number of stores, store space, rebuilds and relocations to continually ensure that the store portfolio is the best fit for each market.

Afound, the ninth brand of the H&M group, will be an off-price marketplace offering a carefully selected, broad and diverse range of discounted products from well-known quality fashion and lifestyle brands for women and men, from external brands as well as the H&M group. With a focus on styling and inspiring presentation, as well as attractive offerings from brands in different price segments, Afound will offer a new engaging shopping experience. Afound will be launched in 2018 with the first stores and a digital marketplace opening in Sweden.

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