Markets & expansion

The H&M group continues to grow. Expansion is long-term and is taking place through several brands, each with its 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.



In 2017 H&M’s online store was opened in further eight new markets: Turkey, Taiwan, Hong Kong, Macau, Singapore, Malaysia, Cyprus and the Philippines, all of which have had a good start. The H&M online store is currently available in 44 markets including Kuwait which opened in December 2017. The online expansion will continue in 2018 to among others India and via franchise partners to Saudi Arabia and the United Arab Emirates. The plan for the future is to offer e-commerce in all store markets as well as in other markets.

Five new H&M store markets were opened in 2017: Kazakhstan, Colombia, Iceland, Vietnam and Georgia, all of which have had a good start. New H&M store markets in 2018 will be Uruguay and Ukraine.

For the full-year 2018 approximately 390 new stores are planned to open, with a primary focus on growth markets. Approximately 170 store closures are planned, which is part of the intensified store optimisation being carried out that also includes renegotiations, rebuilds and adjustment of store space to ensure that the store portfolio is the best fit for each market. The net addition of new stores will amount to approximately 220 (388). 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 95 stores will consist of the brands COS, & Other Stories, Monki, Weekday, ARKET and Afound. In 2018, seven standalone H&M Home stores are planned to open.

Afound 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’s marketplace will be launched during 2018 online in Sweden and with physical stores starting in Sweden. The first store will open on Drottninggatan in Stockholm.

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