H&M launched its H&M Home interior-design brand in 2009.
The concept extended H&M’s fashion business into home textiles and decorative products, including bedding, towels, curtains and accessories. It was initially developed as an online-focused offering rather than as a fully separate chain of large home-furnishing stores.
H&M Home is part of the wider H&M Group portfolio, but it is not the same type of business as fashion brands such as COS, ARKET or & Other Stories. Its products are generally sold through dedicated sections in selected H&M locations and through digital commerce.
A common mix-up is the difference between the brand’s launch and the opening of later physical H&M Home stores. The 2009 date refers to the creation of the H&M Home concept, not the date of every subsequent store opening.