Accurate and reliable demand forecasting is crucial for decision-making in assortment planning, store location, and various operational aspects. This study proposes a hybrid TS-SimPMF framework for multi-store multi-product demand forecasting, employing probabilistic matrix factorization (PMF) with time-series similarity measures to capture product and store heterogeneity. The heterogeneity enables the framework to achieve multi-step demand forecasting under unknown item-store combinations through an adaptive integration strategy. We first employ a hybrid dynamic regularization approach to measure the similarity of product sales simultaneously, and then the PMF framework is applied to generate latent vectors of products and stores. The performance of the proposed framework is verified by the real-world retail data, in which the dataset includes all sales records with 50 SKUs in 10 locations, totaling over 180,000 sales records. These experimental results demonstrate the superior performance of the proposed hybrid model compared to state-of-the-art methods.