H&M officially launched its online store in Ukraine
International fashion retailer H&M has opened an online store in Ukraine. From now on, Ukrainian customers can order clothing, accessories and home goods through the brand's official website 24/7.
International fashion retailer H&M has opened an online store in Ukraine. From now on, Ukrainian customers can order clothing, accessories and home goods through the brand's official website 24/7.
According to H&M on social media, the company has opened access to an online catalog with collections for women, men and children. The online store presents the brand's main lines, the sports direction H&M Move, as well as H&M Home, excluding furniture and lighting. Special and limited collections, including H&M Studio, are available separately.
The launch of the online channel allows the brand to reach customers outside cities with physical stores and reduce dependence on mall traffic. The company also relies on direct contact with customers through subscription to the H&M Fashion Newsletter, where it promises to inform about new collections, selections and special offers.
The online store became a logical addition to the brand's physical presence in Ukraine. H&M currently has nine offline stores: seven in Kyiv, one in Lviv and one in Odessa, which was renovated in 2025. The launch of e-commerce allows the company to scale sales without expanding its retail network.
H&M Group ended the 2025 financial year with increased operating efficiency amid optimization of the store network. In 2026, the company plans to open approximately 80 new stores and close almost 160, focusing on digital sales channels and emerging markets. Ukraine has become part of this strategy with a focus on online sales.
Previously, dev.ua wrote about how Swedish clothing retailer H&M unveiled the concept of a virtual store that would be located in the metaverse CEEK City. Visitors would be able to walk around it and buy fashionable items without leaving their homes.
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