H&M Revenue and Growth Statistics (2024)

Last Updated on December 28, 2023 by Ch David

This research article delves into H&M‘s revenue, valuation, growth, customer demography, number of employees over the years and more.

Amazing Facts about H&M

• Founded in 1947 by Erling Persson in Sweden, H&M is now one of the world’s largest fashion retailers.
• H&M is one of the companies with the most physical stores, operating in 75 markets worldwide.
• H&M releases approximately 20,000 new designs each year
• H&M has over 4,000 physical stores and a strong online presence in over 50 countries.
• H&M has 94% and 76% brand awareness with fashion online shop users in the UK and US.
• The company collected over 15,000 tons of garments through their clothing recycling program in 2021.

H&M Overview

Key Stat	Info
Founder(s)	Erling Persson
Founded	1947
Headquarters	Stockholm, Sweden
Industry	Clothing, Shoes, Sports Equipment
Owners	Publicly Traded (Stockholm Stock Exchange)
CEO (current)	Helena Helmersson
Service Area	Worldwide
Website	http://www2.hm.com/ & https://hmgroup.com/

H&M’s Brand Value

H&M’s brand value peaked at $19.18 billion in 2017 and currently standing at $12.70 billion as of 2022.

H&M was the seventh most valuable apparel brand in the world as of 2020.

Year	Brand value
2022	$12.70 billion
2021	$12.37 billion
2020	$13.86 billion
2019	$15.88 billion
2018	$18.96 billion
2017	$19.18 billion
2016	$15.51 billion

Source: Statista, Statista

H&M Revenue

H&M’s revenue has fluctuated over the years, with the highest recorded at $24.71 billion in 2019.

In 2022, the company’s sales reached $22.42 billion.

Year	Sales Revenue USD	Sales Revenue SEK
2022	$22.42 billion	kr223.55 billion
2021	$23.36 billion	kr198.97 billion
2020	$20.16 billion	kr187.03 billion
2019	$24.71 billion	kr232.76 billion
2018	$24.39 billion	kr210.40 billion
2017	$23.26 billion	kr200.00 billion
2016	$22.63 billion	kr222.87 billion
2015	$21.67 billion	kr209.92 billion
2014	$22.43 billion	kr176.62 billion
2013	$19.73 billion	kr150.09 billion
2012	$17.80 billion	kr140.95 billion
2011	$16.97 billion	kr128.81 billion

Source: Statista, Macrotrend

H&M Revenue by Region

In 2021, the company achieved approximately $12.42 billion in revenue from the European and African markets.

Year	Europe and Africa H&M Revenue ($)	North and South America H&M Revenue ($)	Asia and Oceania H&M Revenue ($)
2021	$12.42 billion	$3.77 billion	$2.47 billion
2020	$12.02 billion	$2.82 billion	$2.68 billion
2019	$14.47 billion	$3.99 billion	$3.35 billion
2018	$13.45 billion	$3.28 billion	$2.99 billion
2017	$12.70 billion	$3.27 billion	$2.77 billion
2016	$12.44 billion	$3.01 billion	$2.57 billion
2015	$12.01 billion	$2.72 billion	$2.19 billion
2014	$10.72 billion	$1.88 billion	$1.58 billion
2013	$9.33 billion	$1.52 billion	$1.20 billion
2012	$8.97 billion	$1.38 billion	$95.58 million

Source: Statista

H&M Revenue by Country

Germany is H&M’s largest market. In 2019, $3.9 billion and $2.86 billion in 2021 were generated from that country alone.

As of 2021, the United States generated $2.62 billion, and the United Kingdom $1.27 billion. China, France, and Russia contributed significantly to H&M’s overall revenue.

Country	2015 H&M Revenue	2016 H&M Revenue	2017 H&M Revenue	2018 H&M Revenue	2019 H&M Revenue	2020 H&M Revenue	2021 H&M Revenue
United Kingdom	$1.29 billion	$1.22 billion	$1.18 billion	$1.29 billion	$1.40 billion	$1.08 billion	$1.30 billion
United States	$2.24 billion	$2.39 billion	$2.47 billion	$2.32 billion	$2.81 billion	$1.95 billion	$2.59 billion
Germany	$2.92 billion	$2.94 billion	$2.91 billion	$3.03 billion	$3.14 billion	$2.79 billion	$2.63 billion
Netherlands	$581 million	$609 million	$581 million	$609 million	$637 million	$544 million	$534 million
Spain	$609 million	$619 million	$637 million	$694 million	$741 million	$515 million	$534 million
Italy	$665 million	$694 million	$703 million	$712 million	$787 million	$572 million	$581 million
China	$853 million	$872 million	$891 million	$1.00 billion	$1.13 billion	$909 million	$684 million
Russia	$281 million	$347 million	$459 million	$534 million	$647 million	$581 million	$731 million
Sweden	$712 million	$759 million	$769 million	$787 million	$844 million	$750 million	$834 million
France	$1.06 billion	$1.06 billion	$1.07 billion	$1.06 billion	$1.14 billion	$862 million	$862 million

Source: Statista, Statista

H&M Profit

H&M’s annual profit ranged from $$10.08 billion in 2020 to $12.36 billion in 2015.

In 2022, the company recorded a profit of $11.36 billion

Year	H&M Profit (USD)	H&M Profit (SEK)
2022	$11.36 billion	kr7.16 billion
2021	$12.33 billion	kr15.25 billion
2020	$10.08 billion	kr3.10 billion
2019	$13.00 billion	kr17.35 billion
2018	$12.85 billion	kr15.49 billion
2017	$12.57 billion	kr20.57 billion
2016	$12.50 billion	kr23.82 billion
2015	$12.36 billion	kr26.94 billion
2014	$13.19 billion	kr25.58 billion
2013	$11.67 billion	kr22.09 billion
2012	$10.59 billion	kr21.75 billion
2011	$10.21 billion	kr20.38 billion

Source: Statista, Macrotrend

H&M Profit by Region

In 2021, Europe and Africa saw kr2.88 billion, Asia and Oceania had kr427 million, and North and South America had kr886 million in profit.

Year	Europe and Africa H&M Profit	Asia and Oceania H&M Profit	North and South America H&M Profit
2021	$270 million	$40 million	$82 million
2020	$248 million	$25 million	$16 million
2019	$477 million	$104 million	$111 million
2018	$449 million	$68 million	$88 million
2017	$381 million	$106 million	$74 million
2016	$375 million	$181 million	$91 million
2015	$453 million	$163 million	$58 million
2014	$817 million	$186 million	$40 million
2013	$556 million	$180 million	$38 million
2012	$323 million	$152 million	$30 million

Source: Statista

H&M Acquisitions, Funding, and Investments

H&M Acquisitions

H&M has acquired a total of 4 organizations, with its most recent acquisition being Monki on Mar 6, 2008.

Acquiree Name	Announced Date	Transaction Name
Monki	Mar 6, 2008	Monki acquired by H&M
Cheap Monday	Mar 6, 2008	Cheap Monday acquired by H&M
Weekday	Mar 6, 2008	Weekday acquired by H&M
GAP Deutschland	Feb 4, 2004	GAP Deutschland acquired by H&M

Source: Crunchbase

H&M Funding

H&M had one funding round (grant) with €1 million raised and announced on March 27, 2018.

Announced Date	Transaction Name	Money Raised
Mar 27, 2018	Grant – H&M	€1M

Source: Crunchbase

H&M Investments

H&M invested in three companies, the latest being Worn Again Technologies on July 17, 2018, as the lead investor.

Announced Date	Organization Name	Lead Investor	Funding Round	Money Raised
Jul 17, 2018	Worn Again Technologies	Yes	Venture Round – Worn Again Technologies	£5M
Apr 7, 2016	Ivyrevel	No	Venture Round – Ivyrevel	—
Aug 6, 2015	Wrapp	No	Venture Round – Wrapp	SEK25M

Source: Crunchbase

H&M’s market share in the luxury clothing industry?

H&M holds a 1.40% market share in the clothing and apparel industry, ranking third behind major brands such as Nike and Adidas.

Brands	Market Share
Nike	2.80%
Adidas	1.80%
H&M	1.40%
Zara	1%
Uniqlo	1%
Levi’s	0.50%
C&A	0.4%
Under Armour	0.40%
Old Navy	0.40%
Primark	0.40%
Victoria’s Secret	0.30%
Ralph Lauren	0.30%
Puma	0.30%

Source: Statista

What’s the average price of H&M products

As of March 2022, the average prices of H&M womenswear products in the U.S. were as follows:

H&M Product Category	Retail Price
Jeans	$31.2
Dresses	$29.87
Tops	$22.55
Outerwear	$51.22
Footwear	$42.5
Accessories	$15.45

Source: Statista

How many stores does H&M have?

As of 2022, the company operates 4,465 stores worldwide. Starting with 1,345 stores in 2006, H&M has experienced significant growth, reaching 5,076 stores in 2019 and maintaining 4,465 stores in 2022.

H&M has the most physical stores in 75 markets and operates its online business in over 50 countries.

Year	Number of H&M Stores
2022	4,465 stores
2021	4,801 stores
2020	5,018 stores
2019	5,076 stores
2018	4,968 stores
2017	4,739 stores
2016	4,351 stores
2015	3,924 stores
2014	3,511 stores
2013	3,132 stores
2012	2,776 stores
2011	2,472 stores
2010	2,206 stores
2009	1,988 stores
2008	1,738 stores
2007	1,522 stores
2006	1,345 stores

Source: Statista, Statista

What region has the most H&M stores

In 2022, Asia, Oceania, and Africa had the most H&M stores, with 1,143 locations, followed by Western Europe with 1,079 stores, and North & South America with 740 stores.

Region	Number of H&M stores
Asia, Oceania & Africa	1,143 stores
Western Europe	1,079 stores
North & South America	740 stores
Southern Europe	623 stores
Eastern Europe	481 stores
The Nordics	399 stores

Source: Statista

What country has the most H&M stores

In 2022, the United States had the most H&M stores with 520 locations. The H&M Group operated a total of 4,465 stores worldwide.

Country	Number of H&M stores
United States	520 stores
Germany	430 stores
United Kingdom	246 stores
France	201 stores
Poland	188 stores
Italy	164 stores
Netherlands	114 stores
Canada	97 stores
Switzerland	90 stores

Source: Statista

How many H&M customer transactions are there? (In-store and Online)

In 2019, H&M had 795 million in-store and 93 million online customer transactions, resulting in 24.3 billion U.S. dollars in net sales.

Sales Channel	Number of transactions
In-store	795 million transactions
Online	93 million transactions

Source: Statista

H&M Worldwide Presence

H&M Presence in the United States

H&M has a brand awareness of 76% among U.S. fashion store customers, with 30% liking the brand. About 20% use H&M and 16% are likely to use it again, showing 80% loyalty. There’s some buzz around H&M in the United States, with 22% hearing about it in the media or social media.

Characteristic	Share of respondents
Awareness	76%
Popularity	30%
Usage	20%
Loyalty	16%
Buzz	22%

Source: Statista

H&M Presence in the United Kingdom

H&M has a brand awareness of 94% among UK fashion online shop users, with 40% liking the brand. About 30% use H&M, and 24% are likely to use it again, showing 80% loyalty. However, there’s limited buzz around H&M in the UK, with only 21% hearing about it in the media or social media.

Characteristic	Share of respondents
Awareness	94%
Popularity	40%
Usage	30%
Loyalty	24%
Buzz	21%

Source: Statista

H&M Presence in Germany

According to a survey conducted from 2018 to 2021, approximately 16.02 million persons aged 14 years and older in Germany made purchases at H&M within the previous six months in 2021, compared to 20.46 million in 2018.

Year	Share of respondents
2021	16.02 million person
2020	18.79 million person
2019	19.42 million person
2018	20.46 million person

Source: Statista

H&M Customer Demographics

H&M Customers by Gender

The distribution of H&M customers by gender, based on data from hm.com website visitors, shows that approximately 67.21% are female, while 32.79% are male.

Gender	Distribution
Female	67.21%
Male	32.79%

Source: Similarweb

H&M Customers by Age

Based on data from hm.com visitors, H&M’s customer distribution by age group is as follows:

Age Group	Distribution
18 – 24	28.49%
25 – 24	31.73%
35 – 44	17.49%
45 – 54	11.01%
55 – 64	6.86%
65+	3.97%

Source: Similarweb

H&M’s Worldwide Clothing Recycling Data

H&M’s clothing recycling program has collected 16,000 tons of garments worldwide in 2021, showing its commitment to sustainability since 2013.

Year	Tons of garments collected
2021	15,944 tons
2020	18,800 tons
2019	29,005 tons
2018	20,649 tons
2017	17,771 tons
2016	15,888 tons
2015	12,341 tons
2014	7,684 tons
2013	3,047 tons

Source: Statista

H&M’s Advertising Strategy

• Digital Marketing: Utilizing social media platforms (Instagram, Facebook, Twitter) for engaging content and promotions.
• In-Store Displays: Creating attractive visual displays to showcase new collections in physical stores.
• Print Media: Using magazines and newspapers for wider audience reach.
• Celebrity Collaborations: Partnering with well-known celebrities and designers for exclusive collections.
• Fashion Shows and Events: Participating in global fashion shows and events for brand exposure.
• Email Marketing: Sending personalized offers and updates to customers via email.
• Mobile Apps: Offering a user-friendly app for shopping and special deals.

Who founded H&M?

H&M was founded I 1947 in Västerås, Sweden, by Erling Persson (d. 28th October 2002).

H&M Ownerships

H&M (Hennes & Mauritz) is a publicly traded company and it is owned by various shareholders. The top shareholders are;

Name	Number of shares	% of total shares	% of voting shares
The Stefan Persson family and related companies	920,153,838*	56.5	79
The Lottie Tham family and related companies	88,680,400	5.4	2.6
STATE STREET BANK AND TRUST CO, W9	59,747,280	3.7	1.8
JP MORGAN CHASE BANK NA, W9	35,763,835	2.2	1.1
Swedbank Robur Fonder	23,712,343	1.5	0.7
FJARDE AP-FONDEN	20,905,153	1.3	0.6
Handelsbanken fonder	20,859,186	1	1
THE BANK OF NEW YORK MELLON, W9	17,142,374	1	1
Nordea Investment Funds	15,389,244	1	1
NORTHERN TRUST COMPANY, LONDON BRANCH	14,791,239	1	0

Source: H&M Group

Key People at H&M

Name	Role
Helena Helmersson	CEO
Elizabeth Arana	Managing Director
Francine Brooks	VP Marketing
Youssif Fathy	CFO
Melissa Hammer	VP of Sales
Christopher Harrie	Managing Director
Mario Moreno	Vice President of US Marketing
Michael Nelson	VP US Financial Operations

Source: Comparably

How many Employees does H&M have?

H&M’s workforce has grown from 34,614 employees in 2005 to 106,522 employees in 2022, reflecting the company’s expansion and global presence.

Year	Number of H&M employees
2022	106,522 employees
2021	107,375 employees
2020	110,325 employees
2019	126,376 employees
2018	123,283 employees
2017	120,191 employees
2016	114,586 employees
2015	104,634 employees
2014	93,351 employees
2013	81,099 employees
2012	72,276 employees
2011	64,874 employees
2010	59,440 employees
2009	53,476 employees
2008	53,430 employees
2007	47,029 employees
2006	40,855 employees
2005	34,614 employees

Source: Statista

Where’s H&M Headquarters located?

H&M’s main headquarters is in Stockholm, Sweden, at Mäster Samuelsgatan 46A. They also have a presence in London, United Kingdom, at 182 Oxford Street.

Country	City	Address
Sweden	Stockholm	Mäster Samuelsgatan 46A (HQ)
United Kingdom	London	1st Floor, 182 Oxford St

Source: Craft

Frequently asked questions about H&M

What does the H&M stand for?

H&M stands for “Hennes & Mauritz.” The company was originally named “Hennes,” which means “hers” in Swedish and later acquired the retailer “Mauritz Widforss,” leading to the current name Hennes & Mauritz, commonly known as H&M.

Which country made H&M?

H&M was founded in Sweden.

What does the M in H&M stand for?

The “M” in H&M stands for “Mauritz.”

Is Zara owned by H&M?

No, Zara is not owned by H&M. They are separate and independent fashion retailers.

Why is H&M so popular?

H&M is popular due to its trendy and affordable fashion, wide range of products, and strong brand presence worldwide.

What country is H&M most popular in?

H&M is most popular in Germany

What product is H&M known for?

H&M is known for its affordable fast-fashion clothing for men, women, and children.

Is H&M like Zara?

Yes, H&M and Zara are both fast-fashion retailers known for offering trendy and affordable clothing to customers. However, they are separate and independent companies with different ownership and business strategies.

What owns H&M?

H&M (Hennes & Mauritz) is a publicly traded company, and its largest stockholder is The Stefan Persson family and related companies with 56.5% share.