‘Co-creation is an important focus area for us

A surge in fossil fuel prices following the war in Iran has begun to worry garment manufacturers, raising the prospect of higher production costs for global fast-fashion retailers such as H&M.

- INTERVIEW: HELENA KUYLENSTIERNA, DIRECTOR, H&M INDIA

Amid the turmoil H&M India has announced new collaborations and expansion plans. In this interview, Helena Kuylenstierna, director, H&M India, talks to Christina Moniz about what its new initiatives mean for Gen Z and the brand’s growth plans for the Indian market. Edited excerpts:H&M has a good presence in large metros but experts say growth lies in tier-II markets and beyond.

We have 71 stores in India and have been expanding at a good pace. We’ve already opened three stores this year, and a couple of weeks ago opened our 70th store in Jodhpur, Rajasthan, which was also our first store launch in the state. We don’t categorise markets into tier-I or II. Our approach is to find locations with a large concentration of fashion enthusiasts and buyers.

Delhi, of course, is an important market for us, where we have the largest footprint of stores, and we have a significant presence in Mumbai and Bengaluru as well. We’re looking at a mix of large metro markets, along with other markets like Gangtok and Siliguri. On the online front, through our website, we’re able to reach nearly 95% of the country. We’re also available on e-commerce platforms such as Myntra, Nykaa and Nykaa Fashion.