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.



The global integration of physical stores and online is increasing. Work is continuing at full speed to roll out online globally to all existing store markets as well as to other markets. 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. Today H&M is online in 47 markets. Mexico will become a new online market in 2018/2019, along with Egypt (via franchise).

The optimisation of the store portfolio continues 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. For full-year 2018 the H&M group plans to open approximately 380 stores and close 140, resulting in a net addition of around 240 new stores for the year. Many of the openings are planned for the end of the financial year. As always, some new openings may fall at the start of the next financial year. Most of the H&M store openings will be in emerging markets, while most of the closures will take place in established markets. H&M Home launched its first standalone concept store at Biblioteksgatan in Stockholm in August. Its second store opened in Munich in September, and an additional six H&M Home stores are planned to be launched in Europe later in 2018.

COS is to open online in China and on Tmall in autumn 2018.

Afound was successfully launched online and in stores in Sweden. The first store opened in Stockholm in June, followed by Malmö (June) and Skärholmen (August). A fourth store opened in Kristianstad in September.

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