Hennes & Mauritz in 2005: Managing Global Expansion

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H&M's strategy of entering new geographical markets had not been predetermined. For example, in 1979, when Stefan was in France to finalize H&M's entry into France, he came to know that a British fashion retailer was planning to open a store opposite H&M's store in Geneva...

H&M decided to enter the US, its first market outside Europe in 1999. To arouse customer curiosity it launched teaser advertisements in December 1999. This was followed by an aggressive media campaign in March 2000, which concentrated more on print and outdoors, and less on radio and television...

Persson's goal was to enter a new country every two years. In 2005, the retailer was entering Portugal. Italy and Canada. Eastern European nations were the next target. H&M planned to add about 150 new stores in 2005 with a focus on Germany, its largest market...

Exhibit 1: H&M Store in Berlin
Exhibit 2: Number of stores in Sweden and outside Sweden (1990-1991 to 2001-2002)
Exhibit 3: H&M in US (2000-2003)
Exhibit 4: H&M Sales per Geographic Area (2003)
Exhibit 5: Comparison of Select H&M Markets (2001-2003)
Exhibit 6: Sales Per Market
Exhibit 7: Five year Financials
Exhibit 8: Financial Highlights