Swedish fashion retailer Hennes & Mauritz (H&M) remains guarded about plans for its online conquest of world markets, just-style found out.

The expansion of H&M's online offering is getting a lot of analysts excited, but the company is giving away few extra details.

"We are very pleased with the development of Internet sales and the potential for further growth is great," H&M spokeswoman Camilla Emilsson Falk told just-style.

Online shopping has been available with H&M since 1998 and it has been successfully launched in the Netherlands, Germany and Austria, "because they have a large online shopping and mail order market which is very similar to that in the Nordic countries."

She would not be drawn on when the US or Britain would get internet shopping.

"All H&M's markets have the potential for shopping online and it will gradually be extended to H&M's other markets but when is too early to say at this moment," Emilsson Falk said, denying that online customers were being offered better deals than street shoppers, saying separate campaigns were used in both stores and on the web.

The activities of H&M's logistics division will be a key indicator of its expansion plans.

The company last year set up a logistics centre in Poland to serve online and catalogue sales outside the Nordic region and construction of a larger centre is under way in Hamburg to serve German, Dutch and Austrian online sales.

H&M does not publish sales figures for its online activities, but growth is believed to be more than matching the 15% overall sales growth posted in 2007.

"We choose not to give figures for online selling separately but refer to our monthly sales figures for the H&M Group," Emilsson Falk hinted.

By Simon Haydon.