H&M’s Russian Footprint: Ongoing Stores and Sell-Through Plans After November
Several flagship H M stores operated by the Swedish fashion group will remain open in Russia beyond the November deadline, according to a report by a reputable daily that cited a source close to the company’s leadership. The ongoing operations are concentrated in key Moscow corridors, including Metropolis, Affimol, and Tverskaya, where the stores will continue to function under a specific, limited scope.
The plan described to the press involves offering items that do not appear in other H M outlets in Moscow and the surrounding Moscow region. In addition to new arrivals, the listings will include surplus inventory from local warehouses. The aim is to keep select points in operation until a substantial portion of the current series has been sold through. This approach reflects a controlled sell through rather than a broad restock or reinstatement of the full product assortment.
Statements from the company’s support team to the press note that these stores will stay open until the merchandise is largely cleared. The emphasis is on managing the remaining stock while retaining a physical presence in strategic urban locations for as long as feasible.
According to Kommersant, a source familiar with market movements indicated that H M had already covered nine months of rent for a store located in Akter Gallery on Tverskaya Street. The same report suggests that the retailer also faced penalties related to noncommercial activities and delays in opening a store at Columbus shopping center south of Moscow. Market assessments at the time estimated the heightened demand could total around 250 million rubles, signaling a significant impact on the retailer’s financial planning during the transition period.
Previously, in July, H M announced an exit from the Russian market triggered by disagreements over the timing and scope of a special military operation in Ukraine. Following the decision, all existing stores were closed, yet a limited number reopened on August 2 to liquidate remaining products. This sequence illustrates the tension between corporate strategy and regional operations, as well as the practical challenges of winding down store networks while attempting to realize value from unsold inventory.
Analysts note that the situation underscores a broader pattern in multinational retail when geopolitical developments disrupt long standing market commitments. The towns and neighborhoods where the reopened outlets appeared are watched closely for signals about customer interest, pricing, and the pace at which inventory moves. Retail observers describe the sell-through phase as a delicate balancing act between honoring existing lease agreements, preserving brand visibility, and avoiding a larger financial write-off tied to stalled shipments or unsold stock.
For consumers and local employees, the partial continuity of select H M stores means continued access to a limited assortment and potential opportunities to purchase items that may not be available elsewhere in the country. The strategic choice to emphasize leftovers and exclusive items during this period reflects a broader retail tactic aimed at minimizing losses while maintaining a presence in major markets. Public commentary suggests that the company aims to complete the wind-down with as much operational continuity as possible, even as it navigates legal, financial, and logistical hurdles inherent in a rapid reconfiguration of market activities.