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H&M

Basic information

Country
Sweden
Founded
1947

Overview

H&M is a fashion retail brand founded in 1947 by Erling Persson in Västerås, Sweden, as a women’s clothing store called “Hennes.” In addition to womenswear, menswear, and children’s clothing, it offers accessories and home-related products, and is a core brand of H&M Group. Its official business idea is to “offer fashion and quality at the best price in a sustainable way.”

Concept

H&M’s business idea is to offer fashion and quality at the best price in a sustainable way.

Sub-brands

  • COS 2007

    COS is a separate brand launched by the H&M Group in 2007, and its name is an abbreviation of “Collection Of Style.” In March 2007, it opened a flagship store on Regent Street in London, and has since developed its own store network and e-commerce operations. Organizationally, it operates as an independent brand, separate from H&M’s main line. As a contemporary brand focused on minimalist, structured design, materials, and tailoring, it plays a role in expanding the group’s portfolio.

    The group’s contemporary brand

  • H&M HOME 2009

    H&M HOME is H&M’s home category, launched in 2009, offering items for living spaces such as textiles, interior accessories, furniture, and fragrances. At launch, it was presented in a showroom/exhibition format in Stockholm, and it grew with online sales as its main channel. It is now available online as well as in in-store concept spaces and select stores, and is positioned as a line that extends H&M, whose main focus is apparel, into design and lifestyle.

    A line extending into living-space design

  • H&M Studio 2013

    Launched in 2013, H&M Studio is a seasonal collection created by an in-house design team in Stockholm. Released as limited drops several times a year, it is presented in Paris and offered through pop-ups, selected stores, and online in advance. Its sales scale and distribution channels are separate from those of the main H&M line. With a focus on design propositions, materials, and finishes, it serves within the group as an elevated capsule line with a more experimental, design-oriented focus.

    A design-focused limited capsule line

  • H&M Beauty 2015

    H&M Beauty is H&M’s beauty division, offering makeup, skincare, fragrance, beauty tools, and more. Since entering the market in 2015 with a full-fledged makeup collection, it has expanded its assortment to include both its own branded products and selected brands. In 2023, it opened a global flagship-style beauty space in Oslo. Through formats featuring dedicated in-store areas and separate entrances, it has clarified its role within the group as a line that strengthens integrated offerings combining fashion and beauty.

    A beauty line that works in conjunction with fashion

  • H&M Move 2022

    H&M Move is a dedicated activewear line launched in August 2022. Based on the concept of “movewear,” it offers products combining functionality and design for women, men, and children. It introduces fabric categories such as DryMove, ShapeMove, SoftMove, and StormMove, and is sold in many stores worldwide and online. Separate from the parent brand’s main collection, it is positioned as a dedicated category supporting exercise and everyday movement. Some material choices include sustainability-minded options such as recycled fibers.

    An activewear line connecting exercise and everyday life