Published
Apr 11, 2018
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H&M India plans for half of stores in tier 1, half in tier 2 cities

Published
Apr 11, 2018

H&M India will continue to open stores in both tier 1 and tier 2 cities in 2018 as the Swedish fashion brand works towards a fifty-fifty ratio between the two sizes of city.

H&M India will continue to open stores in both tier 1 and tier 2 cities in 2018 - H&M- Facebook


H&M, which opened its first store in India in 2015, now has a total of 29 flagship stores across 12 cities in the country and a total of 1,500 employees. This appears to be just the beginning for the fast fashion brand that has swiftly become a household name in India.

The Head of H&M India, Janne Einola, recently told Meghna Sharma of BrandWagon: “We will continue to… [expand] in metros as well as smaller cities. In the long term, we want 50% stores in tier I and the other 50% in tier II cities in India. Tier II has a great growth potential and we can see customers appreciating this move as we bring our global collection to them.”

Putting an equal emphasis on tier 2 cities is a reaction to the increased demand for imported fashion in tier 2 locations. More and more fashion brands are turning their attention to tier 2 locations as well as those in tier 3. H&M India has not yet disclosed whether it would consider expanding into tier 3 locations.

For the previous fiscal year, H&M has reported an almost twofold sales increase in India compared to the year before which amounts to over 955 crore rupees (approximately 144 million US dollars) in extra revenue.

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