Markets and expansion

In 1947, the womenswear store Hennes opened in Västerås, Sweden. Today, H&M Group is a global fashion and design company with stores in more than 70 markets and in 60 online markets. 

Our omni-model

Our brands and business ventures work together to continuously meet our customers’ ever-evolving expectations. We want to offer a convenient and inspiring experience wherever, whenever and however our customers around the world want to meet us — in our stores or on all digital touchpoints such as our websites, apps, social media and digital marketplaces.

We are focusing our expansion on omni-channel growth — increasingly integrating our digital and physical channels so that they interact and strengthen each other, facilitating a seamless, holistic customer journey.

Market overview

The brands of H&M Group are available through physical stores and digital channels in markets globally. We have around 4,338 stores in 77 markets with online sales in 60 markets. 

Number of stores per region (31 May 2024)
  • The Nordics
  • Western Europe
  • Eastern Europe
  • Southern Europe
  • North & South America
  • Asia, Oceania & Africa

Key figures 2023

Net Sales: 236 billion SEK, +6% vs. 2022.
Cash flow: 34 billion SEK in cash flow from operating activities.
Profit: 13 Billion SEK in profit financial items.  
Average number of employees: 143,000.

For more information about sales per region visit our Annual and Sustainability Report and our latest financial quarterly report

Number of stores and markets per brand (31 May 2024)
BrandStoresStore MarketsOnline Markets
& Other Stories712532
H&M HOME*341545

* Concept stores. H&M HOME is also available through shop-in-shop in 447 H&M stores.

COS, Monki, Weekday, & Other Stories and ARKET offer Global selling which enables customers in around 70 additional markets to shop online. The exact number of markets per brand that have this service varies.