“We are looking at the home segment and it will be decoration products and not furniture,” said Swedish subsidiary H&M India‘s CEO Janne Einola. “There are not many players in that category and the product range doesn’t change for years.
The H&M Home brand, will compete with Ikea as well as local retailers in India. Internationally, H&M Home trades predominantly in shop-in-shop formats, with only eight standalone stores out of 370 locations in fifty countries.
H&M has gained considerable success in India; it is currently at second place in the clothing market, behind Zara.
