H&M Group

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.

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

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

• Fast fashion retail
• Apparel and accessories
• Sustainable fashion
• Multi-brand fashion
• Global fashion retailer

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. 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
2. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core 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

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• AccenturecoreStrategic or Co-development Partner · 8 June 2026Strategic 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 TechnologycoreStrategic or Co-development Partner · 8 June 2026Academic partner for Global Change Award's Changemaker Programme, contributing research expertise and innovation support to accelerate textile industry transformation toward net-zero.
• The Mills FabricacoreStrategic or Co-development Partner · 8 June 2026Innovation ecosystem partner for Global Change Award's Impact Accelerator, supporting textile and fashion startups with industry access and scaling resources.
• WalmartminorStrategic or Co-development Partner · 18 March 2026Walmart is among 15 commercial partners for Rubi's CO2-to-materials technology, expanding the platform's reach beyond fashion into broader retail applications.
• EYminorStrategic or Co-development Partner · 16 March 2026H&M and EY co-published white paper outlining business case for decarbonisation, advocating for sustainability benefits in fashion industry operations.
• SinteksminorChannel Partner/ Reseller/ Distributor · 5 February 2026Franchise partnership for H&M's first store in Azerbaijan planned for second half of 2026, enabling market entry through local retail expertise.
• Global Fashion AgendacoreStrategic or Co-development Partner · 9 December 2025H&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 McCartneycoreStrategic or Co-development Partner · 2 December 2025Second 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.
• RecovercoreStrategic or Co-development Partner · 31 October 2025Multi-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 ModacoreChannel Partner/ Reseller/ Distributor · 26 May 2025Franchise 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 GroupcoreChannel Partner/ Reseller/ Distributor · 17 July 2023Franchise 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 ChildrenminorStrategic or Co-development Partner · 9 July 2020H&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

Direct 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

• YouTubeyoutube.com/@hm
• LinkedInlinkedin.com/company/hm-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries8 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about H&M Group