H&M is the world’s second largest clothing retailer, after Inditex, and the UK is its third-largest market. In the UK, it has over 300 stores, including the H&M, Monki, & Other Stories, Weekend, Arket and Cos brands. Founded in 1947, the Swedish retailer operates in 62 countries worldwide. The retailer has heavily invested in digital to enhance customer experience. As well as introducing several ecommerce initiatives in the UK including click-and-collect and a ‘scan and buy’ feature in its mobile app, it is also implementing a logistics system to enable a faster and more efficient supply chain. H&M launched its UK website in 2010 and by late 2019 it had an online presence in more than 50 markets. The retailer has also launched new store concepts including a stand-alone H&M Home store in 2019. H&M has a sustainable ethos with its Conscious range and recycling scheme – whereby customers can return a bag of any-brand clothing for a £5 voucher.