From one store in the Swedish town of Västerås to the global company we are today, our story is one of growth & change. Fashion & affordability. Collaboration & innovation. Style & sustainability.

Our founder Erling Persson tested idea after idea before getting the inspiration that led him to open his first clothing store in 1947. At a time when fashion wasn’t accessible for everyone, he had an idea to sell affordable clothing for women. He called the store ‘Hennes’, which is Swedish for “Hers”.

We offered fashion and quality at the best price to new customers with men’s and children’s clothing, beauty, sport and home. We proved that design isn’t about price. And we partnered with some of the best creative minds to bring designer clothing to people all around the world.

Change has always been at our core. Erling changed fashion by making it affordable for everyone. Now, we need to change the fashion industry again by making it more sustainable. As a big company we have a big responsibility, we aim to change the way we make, use and say goodbye to clothes.

Guided by our values, we created sucess and new opportunites — and we went from one store to thousands of stores worldwide. With the support of colleagues from many different cultures and backgrounds, we became the H&M brand we know today.

As we move into the future, we continue to learn and grow both from our successes and our mistakes. We look for new ways of working, new ways to collaborate and new ways to innovate – always striving to do our part to lead our industry towards a more sustainable future.