Ever wondered what ‘coming soon’ really means on H&M? If Google is anything to go by, I’m definitely not the only person who’s found themselves looking up what it means when it reads ‘coming soon’ under an H&M item. It can be so frustrating when you see an item you’re desperate to buy, but you don’t actually know when or if it will be back in stock anytime soon.

It first came to my attention when I noticed all of the Simone Rocha x H&M products had been listed online but weren’t available to buy. Then I saw it again when Iris Apfel collaborated with the Swedish brand and pieces from the collection started appearing online, but you couldn’t actually buy them.

If you’re anything like me, you’ve probably been wondering what it actually means. After pondering this myself, I now understand what it’s about. Here, I’m sharing all the answers.

Next, read more about H&M’s best perfumes, the best designer collabs H&M has ever done and just how ethical and sustainable the brand is.

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What does ‘coming soon’ mean on H&M?

I don’t mean to state the obvious, but coming soon literally means that. The product in question is not yet available to buy, but will be soon. The brand presumably shows pieces that you can’t yet buy on the homepage to drum up excitement and anticipation about these items, as they’re usually part of special collections like the brand’s Studio, Innovation Story and designer collections they famously sell.

Unfortunately, the brand doesn’t specify when these items will be available, but if it is part of a special collection, you can usually find this information by Googling it. You’ll usually be able to find out when it’s dropping on the H&M website too.

If this note pops up under an item under the regular collection, it’s worth looking again the following day. H&M usually put new stock on the shop floor first-thing in the morning and it usually happens overnight on the website. You can also sign up to alerts to receive an email when an item comes back into stock.

Does H&M restock sold out items?

Like many online stores, H&M often re-lists items that have been returned. If there’s an item you’re desperate to buy, keep checking back to see if it’s been restocked. This is, unfortunately, much less likely when it comes to designer collaborations and special collections, as the returns window is much smaller.

H&M usually give customers just three to seven days to return these items, so if they’re going to be pop up again on the website, it will be in the first few days following the release.

How often does H&M release new clothes?

H&M isn’t quite as fast-paced as Zara when it comes to new releases. While Zara pumps out a staggering 24 collections a year, H&M releases collections 12 to 16 times annually. However, H&M keeps things fresh within those collections by refreshing them with new styles on a weekly basis. This means you can expect to find new options to add to your wardrobe more frequently than just the seasonal launches.

How long does it take for H&M to restock online?

Unfortunately H&M doesn’t give a time frame for how long it takes to restock items online, but you can use a little bit of logic to work this out. Shoppers have 28 days to return an item, so you can expect any returns to be re-listed after this. Keep checking for around 30-35 days, and if the item you want is going to be restocked, you should see it pop up.

When does H&M get new arrivals?

It feels like there’s always something new when you visit H&M or scroll through their website. Sometimes it takes them only two weeks to churn out new designs! So, how do they do it?

According to Business Insider, the brand has a four-pronged approach to its fast production methods. First, H&M hires hundreds of designers to monitor the latest fashion trends. Next, a team of designers, pattern-makers and buyers will determine the stock of the products. Then H&M suppliers create the products before it is shipped to one of their distribution centres.

You can check out their “New In” selection weekly to stay updated on their new styles and collections.