Swedish fashion retailer H&M Hennes & Mauritz has today (1 August) expanded its e-commerce operations by launching an online store for customers in the US.

H&M's Shop Online will offer the same collections as in store, including clothing and accessories for women, men, teens, and children, as we as a plus-size range. There will also be additional sizes and exclusive online-only items available all year-round.

"This significant milestone fully rounds out H&M's multichannel offering," said H&M US president Daniel Kulle. "Along with close to 300 stores, our US customers will now have twenty four hour access to the best of our fashion and home collections via their computers, smartphones, and tablets from anywhere in the US."

In addition, the company will open a pop-up shop in New York on 22 August, which will feature the Paris Show collection, a try-on lab, and a virtual check-out system where customers can make purchases via iPads.  

H&M first revealed online expansion plans last month, and said it intends to add more markets next year, after it reported an 11% decline in second-quarter profit to and a slight drop in sales.