H&M will allow its newsletter subscribers to shop exclusively on its UK ecommerce website on September 9, before opening it up to shoppers a week later.

The Swedish fashion group, which yesterday reported a 24% rise in profits to SEK 5.2bn (£448m) for the second quarter of the year, will launch its first online store to coincide with its autumn collection.

Shoppers will be able to choose from a range of clothing and accessories across womenswear, menswear and kidswear.

Subscribers to the H&M newsletter will be able to buy from the online store from September 9 before the official launch date of September 16.

H&M UK country manager Magnus Olsson, said: “We are really thrilled to launch online in the UK and it’s perfect timing for customers to shop for their new season’s wardrobe, as well as shopping for the home.

“H&M is a financially strong and rapidly growing company and 2010 is very exciting year for us here in the UK, with new stores continuing to open, in addition to the launch of online shopping and the new H&M Home concept.”

The company is set to open 180 stores during the second half of the year, with most of the stores set to open in Germany, the USA, UK, France, China and Italy.