Swedish fashion retailer H&M is opening a new store in the Kingdom of Bahrain next month, as it continues to boost exposure in the Middle East.

A spokesperson for the company told just-style that the store would open in Bahrain City Centre on 3 September, selling fashion items for men and women.

H&M has kept up with the aggressive expansion strategies of fast fashion rivals Zara and Mango over recent years, and now operates around 1,600 stores spread across 29 countries.

The company, whose biggest markets are in Germany, the UK and Sweden, launched a franchise operation in Dubai and Kuwait during the autumn of 2006.

However, its spokesperson would not comment further about the chain's Middle East expansion strategy.

"Due to competitive reasons we choose no to disclose information about our strategy or future expansion plans," he added.

The company's Bahrain opening is a franchise store with local frim Alshaya, but the company has stated that, except in the Middle East, franchising is not part of its establishment strategy.