H&M
Swedish fashion retailer founded in Västerås in 1947
Global clothing and accessories retailer offering affordable everyday fashion, collaborations and home ranges from a Stockholm-headquartered group.
About H&M
Erling Persson opened the first Hennes store in Västerås in 1947; after acquiring Mauritz Widforss in 1968 the company became Hennes & Mauritz. Today H&M is one of Europe's largest fashion retailers, selling clothing, accessories and home products through stores and e-commerce under the H&M brand and sister labels.
Why consider H&M
- Wide, frequently updated assortment at accessible prices
- Large store and online footprint across Europe
- Collaborations with designers and artists for limited collections
- Multiple formats from everyday fashion to kids and home
- Swedish-rooted alternative to US mass fashion chains
Alternatives
Comparable non-European brands
Gap
United StatesAmerican casual basics
Uniqlo
JapanEveryday essentials retail
Old Navy
United StatesValue family fashion
Forever 21
United StatesTrend-driven fast fashion
European alternatives
Reviews
Shopper experiences with H&M
Sign in to leave a review. One review per brand.
Sign in to reviewLoading reviews…
Brand details
Product categories
Brand ownership
- H & M Hennes & Mauritz AB
- H&M
Market presence
- H&M stores worldwide
- Official online store and app
- Outlet and clearance formats
- Department-store concessions in selected markets
- Sister brands under the H&M Group
Brand timeline
- 1947Erling Persson opens Hennes in Västerås
- 1968Mauritz acquisition creates Hennes & Mauritz
- 1974Listed on the Stockholm Stock Exchange
- 2000sGlobal expansion of stores and designer collaborations
- TodayMajor European fashion retailer headquartered in Stockholm