H&M Online Store Now Live: Our Picks

One of the first affordable, stylish retailers is finally online.

H&M was one of the first innovators in the stylish, affordable retail space. They're surprisingly also one of the last to open an online store. But the wait is over: The store is live, and we've got some initial style picks below.

As you know if you have shopped at a physical H&M store, not all of their items are created and priced equally. Just like IKEA, some items seem to be an unreasonably insane bargain, while other, simpler items seem proportionally too expensive. Construction consistency is also something to note – as with all bargain style retailers, different items may have different styles and fits, different material make-ups, and a varied feeling of quality.

I suppose that's the most difficult aspect of shopping H&M online, but as anyone who has bought things from them in-store knows, you can get some decent stuff for a fantastic price. Will it last you as long as an equivalent from Banana Republic? Probably not, but if you're limited on funds or just don't like paying BR's prices, some of H&M's items will do you just fine. I've purchased plenty over the years – denim is great for the price, some shirts and t-shirts, vests, even a linen suit a few years back.

Shipping from H&M is a flat $5.95 which is great, but so are returns, which is not so great. Surprisingly, you can't return online orders to a store. So, using the online store as a way of forgoing the mall experience as well as a simpler way of browsing may be a great fit for you. You can currently use shipping code 0549 to get free shipping on your order.

What do you think? Are you a devout H&M shopper? Only certain items? Or do you skip the store altogether?

Here are a few of our picks based on style and composition

Andrew is the founder and editor of Primer. He's a graduate of American University and currently lives in Los Angeles. Read more about Primer on our About page. On Instagram: @andrewsnavely and @primermagazine.

  • matt

    Will the large sizes be a bit on the short side for a 6′ 2 frame?

    • http://www.primermagazine.com/ Andrew

      I would say yes, based on my own experience, but it’s hard to know for each item. I find their sizing to be trimmer/slimmer/smaller and certain items shrink. So I find if an item fits just right in store, it’s too small because it will shrink.

    • jbird669

      It’s about damn time they get this up and running!!
      Matt, I am 6’4″. They are hit or miss with their shirts, but their polos fit me well. Their pants are rather tight. I have a slightly bigger build so I don’t fare as well. If you are slimmer your pants should be fine.

    • Mike

      I’m a 6’2″, 180 lb. guy and I’ve tried on a few things in an H&M store and came away disappointed with the fit. I did find some shorts that fit really well in Vegas last month though.

  • http://www.iamchris.ca/ Chris Jones

    Love that sportcoat, but sadly it’s not going to fit me.

  • Mack

    Do they offer shoe sizes larger than 11.5 in store? I’m hoping that the limited size range is just due to the online store being so new.

    • TJ

      Their online inventory will probably improve as time goes along. I’m just hoping that they keep it stocked. If I ever see anything in one of their b&m stores that I really want, I always make sure to grab it because I know it won’t be there next time.

  • Luke

    Bout damn time! So glad I don’t have to go into the bottomless pit that is THE STORE!

  • Martin

    Ever since I started buying from F&O, I find it hard to go to stores like H&M. F&O have a better cut for my body than H&M.

  • Dave

    I am kind of new to buying belts. I noticed that for the leather belt the smallest size they offer is 33-34. Will that work for me as I am a 30 waist?

    • TJ

      The rule of thumb is to go one size bigger than your waist. 33 might be a bit big on you. Of course a 33 in one brand could be a 32 in another.

  • Dave

    OH and you mentioned there stuff shrinks so I am wondering about the jeans as I rarely wash jeans anyway. I am pretty skinny but don’t like super tight jeans. I normally wear a 30/30 pants. Do you think I should size up?

    • http://www.primermagazine.com/ Andrew


      I have a pair of the straight legs I linked to above and they’re in my normal size, hopefully it’s the same for you.

      • Dave

        sounds like a wish and a prayer but I can always return them. Thanks!

    • the amazing snyder-man

      I have a pair of the straight jeans in 30/34 and the actual measurements are identical to my 31/34 Levi’s 501s.

      They do shrink a little bit if I dry them on high, but stretch back out after a couple wears.

  • TJ

    I bought a linen suit from them in a b&m store this summer. Mine is seems to be doing okay, but I haven’t worn it much. How has your’s held up?

    • http://www.primermagazine.com/ Andrew

      Same. The problem with linen suits is they wrinkle really easily, so I always feel compelled to have it pressed between wearings.

      • TJ

        I just kind of go with the wrinkled thing.

  • the amazing snyder-man

    My girlfriend seems to get most of her clothes there but I’ve only bought jeans and casual jackets. Most of the mens’ stuff looks like it’s ready to fall apart on the hanger.

  • http://www.fearlessmen.com/ Todd – FM

    What?? I have waited years for this moment! Thx for the shipping code too!

  • John

    Andrew, are H&M clothes generally slimmer or do they fit normally? I’m a slimmer guy and normal shirts tend to look baggy on me but I wanted to make sure before ordering any clothes.

    • http://www.primermagazine.com/ Andrew

      Yes, they’re usually slimmer so you should be good.

  • Ben

    That shawl cardigan is on sale for 19 bucks right now