H & M has already reached an agreement with Matchfitt Ltd. on the opening of the H & M store in Israel and expects the first Israeli H & M store to open in 2010. "H & M has long been interested in the Israeli market, and we believe that our products and sales concepts will also be in line with the market conditions in Israel. Through our partners, we will be in the physical stores, and Internet sales, a full presence in Israel, "H & M CEORolf Eriksen said.