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, ARKET and Afound.


In spring 2018 the online expansion continued into a further three markets: India, which opened in March, and via franchise to Saudi Arabia and the United Arab Emirates, which opened in May. The plan for the future is to offer online shopping in all our store markets and in other markets as well. New H&M store markets in 2018 will be Uruguay and Ukraine, which will open in the second half of the year. For 2019 Bosnia-Herzegovina is planned to become a new H&M store market and Mexico a new H&M online market.

Afound enjoyed a very successful launch in Sweden in June both in store and online.

For full-year 2018 the H&M group plans to open around 390 stores and close 150, resulting in a net addition of around 240 new stores for the year. Most of the H&M store openings will be in emerging markets, while the closures will take place in established markets. The number of planned store closures has been adjusted from 170 to 150 as a result of considerably improved lease terms. Most of the new stores in 2018 will be H&M stores, with around 40 having an H&M Home shop-in-shop, while approximately 90 stores will be for the brands COS, & Other Stories, Monki, Weekday, ARKET and Afound. In 2018 eight standalone H&M Home stores are planned to open.

In parallel, the store portfolio is being optimised as regards the number of stores, store space, rebuilds and relocations in order to continually ensure that the store portfolio is the right fit and has the best terms in each market.

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