The Swedish retailer H&M, purveyor of quick-to-market trendy clothing, apparently liked its foray into Atlanta’s suburbs after opening a store earlier this year at North Point Mall in Alpharetta.

Known for urban locations like the 24,000-square-foot flagship at Atlantic Station that opened this year or its Fifth Avenue outpost in Manhattan, the retail chain is continuing to open stores in Atlanta’s suburban malls.

One store opened this week at Town Center in Cobb. Another will open Oct. 9 at the Mall of Georgia. That will give the retailer a total of four stores in Atlanta, three outside the Perimeter.

Formally known as Hennes & Mauritz, H&M has attracted buyers, especially “millennials,” or those born between 1977 and 1994, with affordable yet up-to-the-minute fashions. But the key to their success is that baby boomers and Gen X’ers also love their fashions. Top designers like Karl Lagerfeld, Stella McCartney, Roberto Cavalli and even Madonna have fashioned duds for the mass market that is H&M’s sweet spot.

“It’s very unusual,” said Greg Maloney, president and CEO of Jones Lang LaSalle’s retail group, which is based in Atlanta, “for Mom to take her daughter shopping and they both leave with an armful of clothes. But H&M achieves that.”

Maloney added that in his opinion, H&M was “surprised” by their suburban success, not just in Atlanta but across the United States.

“They always thought they were urban, but they’re finding out their suburban locations are doing much better than they anticipated,” he said.

Despite sluggish sales for some retailers, some brands, like Anthropologie and H&M, continue to expand.

A spokeswoman said H&M is rapidly expanding in the United States, with 10 to 20 new stores a year. With the new Cobb store, the chain now has 158 U.S. outposts. The store in Cobb will be 8,500 square feet with women’s only styles, while the Mall of Georgia store, at 15,000 square feet, will carry the entire line for both sexes and kids, plus lingerie.