The Swedish clothing retailer's flagship store was launched in Bangkok last weekend, and is the first of three stores planned for the country.
The long-awaited H&M brand was finally launched in Thailand last weekend, marking the Swedish clothing giant's entry into the fashion-conscious country.
Last Saturday, H&M opened the doors to its 3,200 sq m store in Siam Paragon, claiming a spot in the trendy capital city of Bangkok that is already populated by a slew of top fast fashion brands, including Zara, MNG, Uniqlo, GAP and XXI Forever.
H&M's entry has intensified the competitive fast fashion market in Bangkok, triggering store refurbishments and retail line extensions byÂ Zara, MNG and XXI Forever.
Thailand is the 47th country for the clothier, which has planned two more stores to follow its Bangkok outlet. The company said that it would open a second shop in The Mall Bang Kapi later this month, with a third in the pipeline at CentralWorld at theÂ Ratchaprasong intersection.
H&M was brought into Thailand by Hthai (Thailand) Co, a franchising company owned by Singaporean businessman JS Gill. Besides H&M, Gill also operates other sports, fashion and active lifestyle brands including Nautica and Billabong across about 300 shops.
The Bangkok flagship store is part of 300 new stores planned by H&M to be launched this financial year. Currently, the brand is carried in 2,600 stores worldwide.
Following many brands from the West, H&M has been eyeing Asia for its business expansion. Over the past six years, the label has steadily increased its presence in the region, opening stores in China, Japan, South Korea and Singapore. Last week, the brand also launched in Malaysia, with a flagship store in Kuala Lumpur.
Next year, H&M will enter the Indonesia market, also partnering JS Gill for its store in Jakarta.