Swedish retailer Hennes & Mauritz (H&M) has launched a dedicated e-commerce store for the Chinese market.

The online store, www2.hm.com/zh_cn, offers the brand’s full product line, complementing its 241 offline stores in the nation.

“It’s a milestone for H&M’s cross-channel strategy,” says Magnus Olsson, H&M country manager for Greater China and Southeast Asia,

“Now Chinese consumers not only can shop from our more than 200 stores, but also can access our online store, using their computers, smartphones or tablets from anywhere at any time.”

China, where H&M opened more than 50 stores in 2013, is its fastest growing market.