From its humble beginnings in 1947 as a single shop in Sweden, H&M is now one of the biggest names in the retail fashion industry. H&M employs over 130,000 people, both in Sweden and in its nearly 4,000 stores, which are in over 60 countries, right the way across the globe, including most countries in Europe, as well as many in the Middle East, Africa, Asia and the Americas. It plans to open further stores (it has a target of increasing the number of stores by 10–15 per cent each year), as well as expanding its online sales operations by rolling out its digital presence to an increasing number of countries. H&M’s digital ambition means setting up not only a dedicated website to serve each new country, but also the physical systems that can ensure goods ordered on it will be delivered to customers in that country.
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