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H&M plans first store in Serbia

H&M is planning to open its first store in Serbia, extending the Swedish giant’s retail presence further still.

The store, which will open this autumn in Serbian capital Belgrade, is one of several new market launches planned for the fast fashion chain this year.

Stores are also expected to open in Chile, Estonia, Lithuania and, via a franchise, Indonesia. This will take H&M’s retail footprint from 43 countries to 48 by the end of the year.

Yesterday it was revealed that H&M was launching its sister brand & Other Stories into seven cities, including London, this spring. The London store will be located on Regent Street.

Chief executive Karl-Johan Persson said: “We look very much forward to opening the first H&M store in Belgrade. We are excited to be able to offer fashion and quality at the best price to our customers in Serbia.”

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