1. style and fashion

— THIS IS H&M —
Fashion and quality
at the best price
H&M is a leading global fashion company with strong values and a clear
business concept. H&M has a passion for fashion, a belief in people and a desire
to always exceed customers’ expectations – and to do so in a sustainable way.
More than
132,000
employees
3,511
stores
55
countries
Sales including VAT
SEK
176.6 billion
Profit after tax
SEK
20 billion
Highlights from 2014 A clear business concept – fashion and quality at the
best price – and strong shared values have taken H&M
from a single store to being a leading global fashion
company.
right market, having efficient logistics and being costconscious in every part of the business. H&M’s size
means that customers also benefit from economies
of scale.
H&M makes sustainable, good-quality fashion accessible to people all over the world. With passion for
design, a focus on quality and targeted sustainability
work, H&M constantly strives to have the best customer
offering in each individual market – which includes
giving customers the best price.
With an attractive customer offering, H&M continues
to grow at a rapid pace, reaching more and more
customers across the globe, both in stores and online.
H&M’s shared values are based on a fundamental
respect for the individual and a belief in people’s
ability to use their own initiative. These values are
summed up in the H&M spirit, which makes H&M
a unique workplace for employees around the world.
Best price is achieved by H&M having its own designers,
removing middlemen, buying the right item from the
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— THIS IS H&M —
Our brands
H&M always offers a wide and varied range of inspiring fashion, from the
latest trends to sustainable classics to wear season after season. All this is
complemented by various independent brands with their own identities.
Designers, pattern makers and buyers all work together
at H&M to create fashion that attract customers around
the world. The collections are designed in-house with
the focus on quality, best price and capturing the feel
of a trend. Flexible planning of the product range
and efficient logistics mean that products can be
continually adapted and updated according to
customers’ preferences. The H&M group works
actively to ensure that everything customers are
offered is manufactured under good working
conditions and with minimum possible impact
on the environment.
H&M carries a wide and varied range of clothing for women, men, teenagers,
children and babies. To complement the apparel collections, H&M offers shoes,
accessories and cosmetics, as well as an extended sports concept. The product
range also includes home textiles and decorations from H&M Home.
hm.com
& Other Stories offers women a wide range of shoes, bags, accessories, cosmetics
and ready-to-wear. The diverse collections are designed in ateliers in Paris and
Stockholm, with great emphasis on details and quality – always at a good price.
stories.com
Cheap Monday is a jeans and fashion brand offering complete collections for
women and men. Cheap Monday often draws inspiration from alternative music
and trends, such as the 1990s club scene and grunge.
cheapmonday.com
COS offers timeless fashion that outlasts the seasons, with both classic and modern
items for women and men who are looking for exclusive design and good quality at
affordable prices.
cosstores.com
Monki is a personal, playful brand that is also a unique shopping experience with
a store concept characterised by storytelling, creativity and colourful graphic design.
Monki clothes and accessories are inspired by current trends with a twist of Nordic
and Asian street style.
monki.com
Weekday is a jeans-focused fashion destination offering urban design for women and
men, always at great prices. With roots in a Scandinavian aesthetic, the collections are
aimed at style-conscious young adults.
weekday.com
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— THIS IS H&M —
Sustainability work
for long-term growth
H&M aims to continue to grow and add value for customers and employees,
and to make a positive contribution to the communities where H&M
is active. Sustainability is therefore an integrated part of the business.
As a company with strong values and a long-term view,
H&M wants to make a positive contribution to the
world. H&M sees it as its responsibility to work for
social improvements and reduced environmental
impact throughout the life cycle of the products.
Customers should always know that when they shop
with H&M, the products have been produced with
the greatest possible consideration for people and the
environment. H&M’s sustainability work is an investment
in the customer offerings as well as in the communities
where H&M is active and exerts a positive influence
on the company’s long-term development. Sustainability
is therefore included in every aspect of the business.
and in any condition – in H&M stores for re-use and
recycling. In 2014, H&M collected 7,684 tonnes of used
clothing. In the long term H&M aims to close the loop
for textile fibres.
H&M is the world’s largest user of organic cotton.
The goal is that by 2020, all the cotton H&M uses will
be more sustainable cotton. This includes organic
cotton, cotton grown under the Better Cotton Initiative
and recycled cotton. The share of more sustainable
cotton in the product range was 21.2 percent in 2014.
H&M’s sustainability work is complemented by the
independent, non-profit global H&M Conscious
Foundation. Reaching out beyond H&M’s value chain,
the H&M Conscious Foundation works towards longterm positive change for people and society, focusing
on countries where H&M is active.
H&M’s global Garment Collecting initiative allows
customers to drop off used clothing – of any brand
Read more at hm.com/conscious
H&M does not have any factories of its own but instead
outsources manufacturing to around 850 independent
suppliers. H&M sets high social and environmental
requirements for its suppliers. Wages are an important
issue for the textile industry in the sourcing markets
and in 2013 H&M launched a new roadmap to help
the parties in the labour market develop functioning
structures for a fair living wage.
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— THIS IS H&M —
Every employee
makes a difference
Each H&M employee contributes energy and commitment,
creating an open and dynamic workplace where everyone works
together to take H&M further.
H&M is guided by shared values that help generate
energy and commitment, resulting in an open and
dynamic workplace where everyone works together
to achieve shared goals – and where every employee
makes a difference. This, together with H&M’s strong
global presence and long-term expansion means, great
opportunities for employees to develop. In 2014, alone,
H&M welcomed more than 16,000 new colleagues
and today more than 132,000 people work at H&M.
Through training programmes, feedback and dialogue,
employees in all areas, in all roles and at all levels can
develop and grow with H&M.
and being cost-conscious, are also part of these values.
Together they form the H&M spirit, which has existed
ever since the very first store opened in 1947 and
makes H&M unique.
The commitment of employees and the H&M spirit are
the key to H&M’s success. To show appreciation for and
acknowledge employees’ daily and long-term commitment,
H&M established HIP, the H&M Incentive Program. HIP
began with a donation in 2011 by the Stefan Persson
family of approximately SEK 1 billion, invested in H&M
shares, and is given a contribution from the H&M group
based on 10 percent of the increase in profit between two
consecutive years, before allocation to HIP. For 2014, SEK
303 million was allocated to HIP, which works the same
way for everyone in the H&M group, regardless of salary,
role, country and whether full- or part-time.
Based on fundamental respect for the individual and
a belief in people’s ability to use their own initiative,
H&M’s shared values serve as guidance for every aspect
of work within the group. Teamwork, entrepreneurial
spirit, being straightforward and open-minded, as well
as striving for constant improvement, keeping it simple
Read more at hm.com/jobs
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— THIS IS H&M —
Expansion
worldwide
H&M continues to grow successfully, in existing markets, as well
as in new countries. H&M’s long-term expansion encompasses all
its brands, and is taking place both via new stores and online.
With 3,511 stores in 55 countries and six fashion
brands, H&M has a strong global position. In 2014,
H&M opened 379 new stores net and Australia and the
Philippines became new H&M countries. In parallel
with significant growth in stores, H&M is also expanding
online shopping at hm.com into new countries. Four
new online markets were added in 2014: France, Italy,
Spain and China.
& Other Stores, was launched in 2013 and already has
stores in ten countries and shop online in 13 countries.
STRONG EXPANSION IN 2015
There is great potential for continued expansion
for many years to come. The target is to increase the
number of stores by 10–15 percent each year. For 2015
a net total of around 400 new stores are planned.
Taiwan, Peru, Macau, South Africa and India will
become new H&M markets in 2015.
Expansion includes all group brands – H&M, COS,
& Other Stories, Monki, Weekday and Cheap Monday, as
well as H&M Home. COS, which was launched in 2007,
is today an internationally established fashion brand
with 114 stores in 25 countries and shop online in 19
countries. The newest fashion brand of the group,
Available in 13 countries, the hm.com online store
will open in a further nine countries in 2015: Belgium,
Bulgaria, the Czech Republic, Hungary, Poland,
Portugal, Romania, Slovakia and Switzerland.
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— THIS IS H&M —
H&M in figures
STORE COUNT PER BRAND 2014
GROUP
TOTAL
New stores net during the year
325
9
29
13
1
2
379
Number of stores 30 Nov 2014
3,261
17
114
92
22
5*
3,511 **
* Cheap Monday is offered mainly via 2,000 retailers in more than 35 countries.
** 130 of the group’s stores were franchise stores.
EXPANSION 1974 *– 2014
NUMBER OF STORES
3
4
5
NUMBER OF MARKETS
6
7
8
9
10 11 12
14
18 20 22 24 28 33 35 38 43 48 53 55
3,600
3,400
3,200
3,000
2,800
2,600
2,400
2,200
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
* Since IPO 1974.
YEAR
H & M Hennes & Mauritz AB is listed on NASDAQ Stockholm.
You will find all the latest information about the H&M group hm.com/about.
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