Our founder had a vision. Erling Persson wanted to make great fashion available and affordable to everyone and do this in the right way. From a single store in 1947 we became a family of brands offering fashion and design to customers worldwide. This is our story.
The ’40s and ’50s
The ’60s and ’70s
The growth pace increases even further, with five or six new stores opening every year.
- – Hennes & Mauritz starts selling underwear.
- – ABBA-member Anni-Frid Lyngstad becomes the first “supermodel” to be photographed for the company.
- – Hennes & Mauritz is listed on the Stockholm Stock Exchange.
- – The stores are rebranded with the abbreviation “H&M”.
- – Teenagers get their own version of H&M as the Impuls concept is launched, inspired by denim stores in the US.
- – H&M introduces cosmetics into its assortment.
The ’80s and ’90s
In the 1980s, the foundation is laid for the upcoming global expansion. New openings include the first H&M stores in Germany and the Netherlands.
Throughout the 1990s, models from “The Big Six” – Cindy Crawford, Christy Turlington, Claudia Schiffer, Elle Macpherson, Linda Evangelista and Naomi Campbell – are featured in H&M’s campaigns.
- – H&M starts offering online shopping. The first online market is Sweden.
- – The first H&M store opens in Paris.
The ’00s and ’10s
- – H&M goes Far East, opening the first stores in Shanghai and Hong Kong SAR.
- – Marking 60 years after the first Hennes store opened, our first portfolio brand COS is born. The honour of hosting the first store goes to London.
- – H&M enters the high fashion arena with the very first H&M Studio show during Paris Fashion Week. The limited-edition collections are released biannually.
- – H&M Foundation starts as a non-profit global foundation, funded by the Stefan Persson family.
- – Garment collecting is introduced in H&M stores worldwide. Since t hen, thousands of tons of old textiles have been collected for reuse and recycling.
- – H&M Group launches yet another brand: & Other Stories, with design studios in Stockholm, Paris and Los Angeles.
- – H&M became the first big fashion brand in the world to provide detailed information on product level about materials and the supply chain.
- – H&M Group increased its ownership in Sellpy, an e-commerce platform for second-hand items. H&M Group is now the main owner.
The ’20s and onwards
- – New business ventures Singular Society and Creator Studio are launched.
- – H&M Innovation Stories was launched and comprises a series of themed collections dedicated to promoting more sustainable materials, technologies, and production processes. The project goes hand-in-hand with H&M’s fashion rental service, established in 2019.
- – H&M Group introduced the latest climate targets to reduce absolute greenhouse gas emissions across the value chain by 56% by 2030, and by 90% by 2040, and in the same year achieve net-zero.
- – H&M Group integrated the annual and sustainability reports for the first time, as an important yet natural step in our development.
- – The newest H&M sports brand H&M Move was launched worldwide.