H&M Opens Its First Malta Store in Sliema

Malta got its first H&M on Saturday, November 14, 2026. The store opened at Regina on Tower Road in Sliema, one of the island's busiest shopping streets, and a queue had formed outside before the 10 a.m. opening, as footage published by Lovin Malta showed. H&M and Hudson marked the morning with a ribbon-cutting ceremony ahead of the doors opening.

The opening is H&M's official entry into the Maltese market. First markets are a test of whether a chain's formula travels, and H&M isn't running this one itself. The store is operated by Hudson Holdings, a retail and distribution group headquartered in Malta, which has been H&M's franchise partner since 2025.

Hudson already runs H&M stores in Morocco, including locations in Rabat and Marrakech, so the Malta store extends an existing partnership rather than starting one. "The arrival of H&M in Malta represents a significant milestone for both Hudson and the local retail sector," Hudson chief executive Chris Muscat said when the opening was announced.

The shop itself is the full-range version, not a cut-down outpost. It sells fashion for women, men and kids, H&M Move sportswear and H&M Home products for interiors and everyday living, in what the companies describe as a modern retail concept carrying the latest collections across fashion, activewear and home.

The first morning came with the standard first-store incentives, set at a scale that rewards the earliest arrivals rather than discounting the whole shop. The first 100 people in the queue were promised gift cards, with complimentary refreshments and live DJ entertainment running alongside the opening.

The Malta store was a year in the making. Hudson signed its agreement to represent H&M in Malta in 2025, the same year it took over H&M stores in Morocco, where locations at Arribat Centre in Rabat and Carre Eden in Marrakech reopened under Hudson's management. The Malta announcement promised the island's first store in 2026 with womenswear, menswear, kidswear and home, and the Sliema opening delivers that list as written.

Sliema is the deliberate part of the choice. Tower Road is Malta's established high-street corridor, the address a first store takes when it wants the whole island to be able to reach it, and Regina puts H&M on that corridor from day one. For Maltese shoppers, the change is simpler than the corporate structure behind it: a chain they previously met abroad or online is now a local shop, with local fitting rooms and no shipping wait.