Markets & expansion

The H&M group continues to grow. Today, there are six unique fashion brands, more than 4,300 stores in 64 markets and e-commerce in 35 markets.

COS in Sydney.

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 expansion is long term and includes all our brands - H&M, COS, & Other Stories, Monki, Weekday and Cheap Monday as well as H&M Home.



In the light of the development phase that the industry and the H&M group is going through with an ever growing online market and digitalisation, it is natural to rephrase the previous growth target. This means that the previous target of increasing the number of stores by 10 - 15 percent per year will instead become a sales target that includes both stores and online sales. The new growth target which applies for the financial year of 2016/2017 and going forward is that the H&M group’s sales shall increase by 10 - 15 percent in local currencies per year with continued high profitability.

In 2017 the H&M group plans to open approximately 430 new stores net and enter five new markets – Kazakhstan, Colombia, Iceland, Vietnam and Georgia – and continue its online roll-out to six new online markets: Turkey, Taiwan, Hong Kong, Macau, Singapore and Malaysia.

Most of the new stores in 2017 will be H&M stores and approximately 70 to 80 stores will consist of the other brands in the group.
H&M Home will also continue its rapid expansion, with approximately 50 new H&M Home departments planned for 2017. Today H&M Home is present in more than 40 markets in a total of 269 H&M stores.

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