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H&M is a global clothing retailer that sells fast-fashion clothes for women, men, children, and teenagers. The company has been at the forefront of the fast fashion industry for decades. It is currently the second-largest multinational clothing retailer after Inditex. Almost everyone has at least stepped into an H&M store. With about 4,743 stores located in 50 countries, the H&M brand has grown to become a household name. 

Despite the company being originally based in Sweden, it has stored as far as Iceland, Tasmania, Macau, and Cyprus. The United States hosts the highest number of stores with more than 543 locations. Its popularity has been due to its ability to release ready-to-wear clothes from the runway in as little time as two weeks. Here are a few things you need to know. 

History of the Brand

H&M was founded in 1947 by Erling Persson. He opened his first store called Hennes in Vasteras, Sweden. At the time, Persson specialized only in women’s clothing. By 1964, he had already expanded to Norway. He then bought Mauritz Widforss, another apparel retailer in 1968. This saw him include menswear in his product range. The acquisition also led to the change of name to Hennes & Mauritz. 

Today, H&M can be found in almost all corners of the planet. The company had 2,325 stores in operation by the end of 2011. The number increased to 2,629 by end of August 2012. In 2013, H&M expanded to China where it opened its 3,000th store. 

Business Directions 

In addition to H&M branded stores, H&M also owns and operates other high-end brands. These include COS which stands for Collection of Style, Arket, Weekday, and H&M Home. COS specializes in minimalist style and modern clothing for men and women. Some of the clothes are inspired by graphics, design, and architecture. 

Arket specializes in men, women, and children's clothing as well as homewares. It is branded as “a modern-day market.” Weekday sells in-house brands such as Weekday Collection and MTWTFSS WEEKDAY alongside other external brands. H&M Home specializes in furniture, home décor, lighting, bedding, and home storage items. 

Key Facts

Unlike other brands that take up to six months to release in-house designs, H&M takes as little as two weeks to produce new styles. The company has designers that keep an eye for new trends and transform them into new products. 

To help cut on waste and save the environment, H&M allows customers to drop off used clothing from any brand at the nearest store. The employees then decide if the clothes should be turned into textile, sold as second-hand clothes, or turned into other products. 


Is H&M online in Australia? 

H&M opened its online store in Australia in October, 2020. The company is able to offer fashion collections to its customers through its website 

Who is H&M target market? 

H&M targets women in the working class and lower middle class categories. It also focuses mainly on younger people. 

What H&M sells? 

H&M sells clothes for men, women, children, babies, and teenagers. Items sold include underwear, cosmetics, shoes, sportswear, and accessories. 

Typical Hours of Operation

Mo 11:00 - 19:00
Tu 11:00 - 19:00
We 11:00 - 19:00
Th 11:00 - 19:00
Fr 11:00 - 19:00
Sa 11:00 - 19:00
Su 12:00 - 18:00

Locations: 257 locations in 40 states and 210 cities.


  • Women's Clothing
  • Women's Fashion Accessories
  • Clothing Stores
  • Men's Clothing
  • Department Stores

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