Markets & expansion

The H&M group continues to grow. Expansion is long-term and is taking place through new stores as well as online.

& Other Stories, Utrecht.

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 inclueds the brands - H&M, COS, & Other Stories, Monki, Weekday and Cheap Monday as well as H&M Home.



The growth target of the H&M group is to increase sales in local currencies by 10 – 15 percent per year with continued high profitability. In 2017 new markets for H&M stores will be Kazakhstan, Colombia, Iceland, Vietnam and Georgia. The first H&M store in Kazakhstan opened in Almaty on 18 March and on 6 May H&M opened in Bogotá in Colombia. Six new H&M online markets have opened in the first half of 2017: Turkey, which opened late March, followed by Taiwan, Hong Kong, Macau, Singapore and Malaysia, – all of which opened in May.

For full-year 2017 a net addition of approximately 430 new stores is planned. Most of the new stores in 2017 will be H&M stores and approximately 70 to 80 stores will consist of COS, & Other Stories, Monki, Weekday and ARKET, a new brand within the H&M group.

Launching later in 2017, ARKET will offer a broad yet selected range of essentials for men, women and children, as well as a smaller, curated assortment for the home. The overall direction and focus is quality in simple, timeless and functional designs. There will be products in a broad price range, however in a slightly higher price segment than H&M with emphasis on materials, function and fit. The range will be supported by a selection of external brands. ARKET stores will also include a café where location permits. The café will be based on the New Nordic Kitchen and its vision of quality ingredients and healthy living. The first store will open in London and online in 18 European markets in early autumn 2017, followed by stores in Brussels, Copenhagen and Munich.

H&M Home will also continue its rapid expansion, with approximately 60 new H&M Home departments planned for 2017. The first standalone H&M Home stores are planned to open in 2018.

In parallel with the expansion, the group’s 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 right for each market.

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