H&M Expanding into home decor in India

Jun 17, 2019Updated Jun 4, 20251 min read

H&M India is seeking to enter the country’s home decor and furnishings market.

The market entry will see the firm competing with Ikea as well as local retailers under its H&M Home brand.

“We are looking at the home segment and it will be decoration products and not furniture, said H&M India CEO Janne Einola. “There are not many players in that category and the product range doesn’t change for years. In the organised sector, our strength will be the latest assortment.”

Internationally, H&M Home trades predominantly in shop-in-shop formats, with only eight standalone stores out of 370 locations in roughly 50 countries.

H&M India has achieved considerable success after three years in the country, currently holding second place in the apparel market behind Zara.

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Mei Ling Tan

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Mei Ling Tan is the Editor of Retail News Asia, where she leads the editorial team in delivering in-depth coverage of Asia’s dynamic retail landscape. With over a decade of experience in business journalism, Mei Ling is known for her sharp analysis, deep industry insights, and commitment to uncovering the stories behind Asia’s most innovative retail brands. Before joining Retail News Asia, Mei Ling held senior reporting roles at regional business publications, covering everything from consumer trends to digital transformation in retail. A graduate of the National University of Singapore with a degree in Communications and New Media, she combines journalistic integrity with a strong understanding of evolving market forces. Outside the newsroom, Mei Ling is a frequent speaker at industry panels and a mentor for young journalists.

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