H&M Group
H&M Group is a Swedish multinational fashion retailer founded in 1947, operating eight brands (H&M, COS, Weekday, & Other Stories, ARKET, Sellpy, and others) across 79 markets. It serves mass-market consumers with affordable, trend-driven apparel, beauty, and home goods through owned stores, e-commerce, and franchise partnerships.
- Company typePublic
- Founded1947
- HeadquartersStockholm, Sweden
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What H&M Group does
H&M Group (H & M Hennes & Mauritz AB) is a Swedish multinational fashion retailer founded in 1947 and headquartered on Mäster Samuelsgatan in Stockholm, listed on Nasdaq Stockholm since 1974 with a market capitalization of approximately $26.09 billion as of early 2026. The group operates a family of eight wholly owned brands spanning mass to premium — H&M, COS, Weekday (encompassing Cheap Monday and Monki), & Other Stories, ARKET, Singular Society, Sellpy, and H&M HOME — plus product lines H&M Studio, H&M MOVE, and H&M Beauty. It reaches consumers through owned physical stores in 79 markets, the hm.com e-commerce platform in 61 markets, and franchise partnerships for frontier geographies, with the broader ecosystem also encompassing the H&M Foundation, the Global Change Award, and circular platforms such as Sellpy and Pre-Loved.
H&M Group firmographics
Firmographics- Name
- H&M Group
- Legal name
- H & M Hennes & Mauritz AB
- Website
- https://hmgroup.com
- Company type
- Public
- Founded year
- 1947
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- H&M Group is a Swedish multinational fashion retailer founded in 1947, operating eight brands (H&M, COS, Weekday, & Other Stories, ARKET, Sellpy, and others) across 79 markets. It serves mass-market consumers with affordable, trend-driven apparel, beauty, and home goods through owned stores, e-commerce, and franchise partnerships.
- Ownership category
- akta.pro rank
H&M Group industry classification
Industry- Product category
- Fast Fashion Retail
- NAICS
- General Merchandise Retailers (455), Home Furnishings Retailers (44912)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Apparel, Footwear & Accessories Online Retailers (CRAFADAB)
- akta.pro secondary industry
- Off-Price Department Store Chains (National) (CRAGAEAG)
Keywords
Where H&M Group is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices6 records
Markets served
H&M Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Product Sales: H&M generates the vast majority of revenue through direct retail sales of apparel, accessories, cosmetics, and home goods through owned physical stores and e-commerce platforms. The company operates 163 fewer stores than the prior year as part of ongoing portfolio optimization, with approximately 4% fewer stores globally
- Franchise and Licensing: H&M expands into new markets through franchise partnerships (Hola Moda in Latin America, Sinteks in Azerbaijan, Dorben Group in Brazil) where franchisees operate stores under the H&M brand in exchange for licensing fees and royalties
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Value fashion positioning |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
H&M Group product offering
Product offeringCore offering
H&M Group designs, sources, and retails fashion apparel, accessories, cosmetics, and home goods through a portfolio of owned brands including H&M, COS, Weekday, & Other Stories, ARKET, Singular Society, and Sellpy. The company sells products through approximately 4,000 owned physical retail stores across 79 markets and e-commerce platforms serving 61 markets, while expanding into new geographies via franchise partnerships. Revenue is generated primarily through direct retail product sales with a value-positioning around fashion and quality at accessible prices.
Product overview
H&M Group operates as a global family of fashion brands under parent company H&M Hennes & Mauritz AB, a Swedish fast-fashion retailer founded in 1947. The portfolio includes the core H&M brand alongside seven additional fashion and lifestyle brands: COS, Weekday (encompassing Cheap Monday and Monki), & Other Stories, ARKET, Singular Society, and Sellpy. H&M Group also operates specialized product lines including H&M Studio (limited-edition directional collections), H&M MOVE (technical sportswear), and H&M HOME (homeware and interiors). The company makes its products available through physical stores across 79 markets and online sales in 61 markets, with a stated mission to enable customers worldwide to express themselves through fashion and design in a sustainable way.
Differentiator
Problem solved
Functional benefit
Brands
- H&M Studio: H&M's most directional, fashion-forward offering launched in 2013; limited-edition collections unveiled several times yearly from in-house design team in Stockholm
- H&M MOVE
- H&M Beauty
- Pre-Loved
- Sellpy
Products and services
- H&M H&M's main fashion brand offering apparel, accessories, cosmetics, and homeware at accessible price points. Operates in 79 markets with physical stores and online sales in 61 markets.
- COS (Collection of Style) Modernist fashion brand offering collections for women, men, and children with a focus on functional design, quality materials, and timeless aesthetics rooted in Nordic design traditions.
- Weekday Directional fashion brand targeting younger consumers with contemporary silhouettes and trend-forward designs. Includes Cheap Monday and Monki as secondary labels under the Weekday umbrella.
- & Other Stories Fashion and beauty brand offering women's apparel, accessories, and cosmetics with a focus on craftsmanship, attention to detail, and cohesive collections designed in-house.
- ARKET Nordic design and lifestyle brand offering collections for women, men, children, and home, complemented by a seasonal vegetarian café. Founded on principles of everyday beauty and long-lasting design rooted in Nordic modernist movement.
- Singular Society Members-only fashion brand offering high-quality essentials with a subscription or membership model, emphasizing accessible premium products.
- Sellpy Online resale marketplace for second-hand fashion operating in Estonia and South Africa. Promotes circular economy principles and provides curated pre-loved fashion options.
- H&M Studio H&M's most directional, fashion-forward limited-edition collection line. Developed by an in-house design team at the brand's Stockholm atelier, unveiled several times per year during fashion weeks including Paris Fashion Week.
- H&M MOVE Technical sportswear and activewear line from H&M focused on performance and movement. Includes running wear, swimwear, and athletic apparel designed for both functionality and style.
- H&M HOME Homeware and interior objects collection including tableware, textiles, and accessories. Debuted at Milan Design Week with collaborations including Kelly Wearstler partnership.
Quantifiable outcome
- 91% recycled or sustainably sourced materials achieved in 2025
- +5 more outcomes
Companies that use H&M Group
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
H&M Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
H&M Group partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- AccenturecoreStrategic partner for Global Change Award's year-long Changemaker Programme, providing coaching, technology expertise, industry connections, and 360-degree value assessment. Since 2015, Accenture has supported GCA winners with business, technology, investor and innovation readiness.
- KTH Royal Institute of TechnologycoreAcademic partner for Global Change Award's Changemaker Programme, contributing research expertise and innovation support to accelerate textile industry transformation toward net-zero.
- The Mills FabricacoreInnovation ecosystem partner for Global Change Award's Impact Accelerator, supporting textile and fashion startups with industry access and scaling resources.
- WalmartminorWalmart is among 15 commercial partners for Rubi's CO2-to-materials technology, expanding the platform's reach beyond fashion into broader retail applications.
- EYminorH&M and EY co-published white paper outlining business case for decarbonisation, advocating for sustainability benefits in fashion industry operations.
- SinteksminorFranchise partnership for H&M's first store in Azerbaijan planned for second half of 2026, enabling market entry through local retail expertise.
- Global Fashion AgendacoreH&M Foundation supports Circular Fashion Partnership initiative in Türkiye to develop circular textile systems by recycling post-industrial textile waste, improving traceability, and promoting textile recycling infrastructure.
- Stella McCartneycoreSecond major collaboration with Stella McCartney launching Spring 2026, featuring certified responsible materials (many recycled), plus creation of Insights Board bringing together industry voices to drive sustainability dialogue and action.
- RecovercoreMulti-year agreement with textile recycler Recover to incorporate mechanically recycled cotton (RCotton) into H&M products globally. Deal initiated in early 2024 supports H&M's 2030 sustainability target for recycled materials and circular fashion goals.
- Hola ModacoreFranchise partner for H&M's entry into Venezuela (end of 2025), following successful partnership model in Latin America expansion including El Salvador and Argentina.
- Dorben GroupcoreFranchise partnership for H&M's Brazil market entry in 2025. Dorben Group brings local expertise and knowledge for operating retail stores in Brazil, enabling H&M to reach Brazilian consumers through Shopping Iguatemi and subsequent locations.
- WaterAid, CARE, Save the ChildrenminorH&M Foundation donated SEK 12 million ($1.3 million) to three NGOs supporting women garment workers in Bangladesh during COVID-19 pandemic, reaching approximately 76,000 young women and families with emergency relief and hygiene support.
Scale indicators13 records
Recent moves18 records
Expansion highlights6 records
H&M Group competitors and assessment
Company assessmentDirect peers
- ASOS: ASOS is an online-first multi-brand fashion retailer targeting young adults with trend-driven apparel; directly comparable to H&M's mass-market positioning, particularly H&M's online channel and younger-skewing Weekday/Monki brands.
- C&A: C&A is a European-headquartered value fashion retailer with similar affordable apparel positioning, sustainability commitments, and multi-country physical store footprint competing directly with H&M in core European markets.
- Fast Retailing (Uniqlo): Fast Retailing's Uniqlo competes head-to-head with H&M in affordable fashion globally, with comparable store scale, vertical integration, and emphasis on essentials basics; comparable on multi-brand portfolio (GU, Theory).
- Boohoo Group: Boohoo operates digital-native value fashion brands (Boohoo, PrettyLittleThing, Nasty Gal) targeting young trend-driven consumers at price points comparable to H&M's Weekday and Monki brands.
- Inditex (Zara): Inditex operates Zara and sister brands (Bershka, Pull&Bear, Massimo Dutti) as the global benchmark fast-fashion retailer; directly comparable to H&M on value apparel, vertical supply chain, and global multi-brand strategy.
- Gap Inc. Gap Inc. operates Gap, Old Navy, Banana Republic, and Athleta as a multi-brand affordable-and-mid-market apparel portfolio; directly comparable to H&M Group's multi-brand architecture serving similar mass and contemporary segments.
- Primark (Associated British Foods): Primark is a value fashion retailer competing on price with H&M across Europe and North America, with a similar physical-store-led model and broad apparel/accessories/beauty assortment at accessible price points.
Broad incumbents
- Marks & Spencer: M&S is a UK broadline retailer with substantial apparel, home, and beauty assortments overlapping H&M's product breadth; while more premium-positioned, it competes for similar family and mass-market consumers in Europe.
Emerging players
- SHEIN: SHEIN is the leading ultra-fast-fashion online retailer targeting the same price-conscious fashion consumer as H&M but with a digital-native, on-demand supply chain that compresses lead times and costs well below H&M's model.
- Tesco (F&F Clothing): Tesco's F&F clothing line is a fast-growing value fashion brand sold through grocery retail; an emerging threat to H&M's value positioning through convenience-driven, low-overhead distribution in the UK and Europe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
H&M Group social profiles
Digital presenceH&M Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
H&M Group leadership team
Management profileNumber of profiles
Profiles11 records
H&M Group subsidiaries and ownership
Company hierarchySubsidiaries8 records
H&M Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
H&M Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about H&M Group
What does H&M Group do?
H&M Group designs, sources, and retails fashion apparel, accessories, cosmetics, and home goods through a portfolio of owned brands including H&M, COS, Weekday, & Other Stories, ARKET, Singular Society, and Sellpy. The company sells products through approximately 4,000 owned physical retail stores across 79 markets and e-commerce platforms serving 61 markets, while expanding into new geographies via franchise partnerships. Revenue is generated primarily through direct retail product sales with a value-positioning around fashion and quality at accessible prices.
Is H&M Group a public or private company?
H&M Group is a public company. It is classified as public and is currently operating.
When was H&M Group founded?
H&M Group was founded in 1947. It employs 5,001 to 10,000 people.
Where is H&M Group based?
H&M Group is headquartered in Stockholm, Sweden, in the Europe region.
How does H&M Group make money?
Two revenue lines are on record. Retail Product Sales are the primary driver. The others are franchise and Licensing.
Who are H&M Group's main competitors?
Direct peers on record are ASOS, C&A, Fast Retailing (Uniqlo), Boohoo Group, Inditex (Zara), Gap Inc. and Primark (Associated British Foods). Marks & Spencer is listed as a broad incumbent. Emerging players are SHEIN and Tesco (F&F Clothing).
Does H&M Group have an API?
No public API is recorded for H&M Group.
What industry is H&M Group in?
H&M Group's product category is Fast Fashion Retail. Its primary akta.pro industry code is CRAFADAB, Apparel, Footwear & Accessories Online Retailers, with a secondary code of CRAGAEAG, Off-Price Department Store Chains (National). Its NAICS code is 455 and its SIC code is 5600.