H&M business concept is to offer for customers fashion and quality at the best price.

Today the company has around 2300 stores spread across 41 markets. Germany is the biggest operating market, then follows UK and Sweden.


The first H&M store in the United Kingdom was opened in 1976 and was our first outside Scandinavia. H&M is developing well in the British market:


Started in year: 1976
Number of stores of 31/05/2011: 199
Sales in 2010: SEK 8,392m
Online shopping: Available since 2010 Autumn


In 1947 Hennes women’s clothing store opened in Västerås, Sweden. Today, H&M (Hennes & Mauritz AB) sell s clothes for the wh ole family under the brand namesof H&M, COS , Monki, Weekday and Ch eap Monday, along with interior textiles for the home in H&M Home.

The first store opens in Västerås, Sweden, selling women’s clothing. The store is called Hennes.


Hennes opens in Stockholm.


The first store outside Sweden opens in Norway.

Founder Erling Persson buys the hunting and fishing equipment store Mauritz Widforss. Sales of men’s and children’s clothing begin. The name is changed to
Hennes & Mauritz.

H&M is listed on the Stockholm Stock Exchange.

The first store outside Scandinavia opens in London in the UK.

Impuls stores are launched. Sales of cosmetics begin.

Stores open in Germany and the Netherlands. H&M acquires the mail order company Rowells.

Progress continues in Europe with the opening of the first store in France in 1998. Adverts in newspapers and magazines are complemented by billboards using famous models. In 1998 internet sales begin.

The first US store opens on Fifth Avenue in New York. In the same year stores open in Spain. In subsequent years, H&M opens in more European markets.

H&M initiates designer collaborations starting with Karl Lagerfeld. Collaborations in subsequent years include those with Stella McCartney, Viktor & Rolf, Madonna,
Roberto Cavalli, Comme des Garçons, Matthew Williamson, Jimmy Choo, Sonia Rykiel, Lanvin and Versace.

A major expansion of internet and catalogue sales begins with the Netherlands as the first market outside Scandinavia. The first stores in the Middle East open via a franchise arrangement.

The first Asian stores open in Hong Kong and Shanghai. In the same year, the new store concept COS is launched. The expansion of internet and catalogue sales
continues to include Germany and Austria.

H&M opens its first store in Tokyo, Japan. It acquires fashion firm FaBric Scandinavien AB with Weekday, Monki and Cheap Monday.

The first H&M stores open in Russia. Peking gets its first H&M store and Lebanon becomes a new franchise market. H&M Home is launched. Weekday and Monki
open in Germany.

The first H&M stores open in South Korea and Turkey. Israel becomes a new franchise market. Internet sales start in the UK. H&M Home stores open outside Sweden. Monki takes the step into Asia with a store in Hong Kong.

H&M opens in Romania, Croatia and Singapore as well as, via franchise, in Morocco and Jordan. COS opens in Sweden. An incentive programme for all employees – the H&M Incentive Program – starts.



Product Range


From the most up-to-the-minute fashion girl to the business woman who prefers classic style. From comfortable everyday wear to fabulous party dresses via leisurewear and fashion-conscious maternity wear – H&M’s women’s department has a wide range of fashion for everyone.




From smart suits and shirts for work and going out, to relaxed everyday favourites and everything in between. For those looking for a varied and flexible men’s wardrobe, there’s always something at H&M, whether it’s the latest trends, classically tailored cuts or the most comfortable leisurewear.




The children’s department offers everything from trendy trousers to pretty dresses for babies and children up to 14 years. Children’s clothes at H&M are up-to-date, comfortable and always tested with great care to ensure that they meet our stringent safety and sustainability standards. Fabrics are soft on the skin,
yet tough enough to cope with rough-andtumble and repeated washing.




At H&M Home, customers can find items to give a fashion sense to every room in their home. Towels, sheets, curtains and other textiles in ontrend
colours and patterns are sold online in all markets where H&M runs internet and catalogue sales, all naturally at the same attractive prices as the rest of H&M’s range.




H&M market share development 2010



UK remained the 4th biggest market in 2010



Shops around the world