H&M lands in Iceland in pursuit of international expansion

Swedish fashion chain Hennes & Mauritz (H&M) is pursuing its expansion into international markets with its recent foray into the Icelandic market, the brand has said.

Iceland's first H&M store, located in the Smáralind shopping centre, offers two floors of fashion and accessories for men, women and children spread across two floors with a surface area of 3000 square metres.

H&M CEO Karl-Johan Persson, along with Iceland & Norway regional manager Filip Ekvall, were tasked with cutting the red ribbon to officially inaugurate the opening.

“We have been waiting for this day for a long time now and the response from the Icelandic public was well worth the wait! I am so proud to welcome shoppers to our very first store and we are pleased to be able to offer our customers added value through fashion, quality and sustainability at the best price,” Ekvall said.

The Swedish multinational, one of Grupo Inditex's biggest competitors, is sprinting ahead with openings in new markets, planning new stores this year in Kazakhstan, Colombia, Vietnam and Georgia.