Our business idea

Our ambition is to lead the change towards a circular fashion industry with net-zero climate impact, while being a fair and equal company.

Our vision

In 1947, our founder had a vision. Erling Persson wanted to make great fashion available to everyone and to do it in the right way. He built the foundation for a customer-focused, creative, value-driven and responsible company.

Since then, we went from a single store to an entire family of brands—offering customers all around the world the best combination of fashion, design, quality and sustainability at affordable prices.

Our key to the future? An already long-standing culture of innovation and entrepreneurship, a tireless focus on our customers and our ability to scale great ideas to the benefit of millions of people. These are the foundations of our contributions to an industry-wide transformation and our ability to make our own business sustainable and circular.

Our business

Our customer offer consists mainly of clothing, accessories, footwear, cosmetics, home textiles and homeware sold through our unique brands: H&M, COS, Weekday, Monki, H&M HOME, & Other Stories, ARKET and Afound. The group also includes business ventures, that are all on the same mission: to build scalable businesses, to engage with and create value for our customers, and to explore new revenue streams. Examples include Singular Society and our B2B initiative Creator Studio.

Through our investment arm, H&M Group Ventures, we explore new business models and partnerships. This helps us improve the customer experience and enable scaling and commercialisation of recycled and sustainably sourced materials. In addition to Sellpy, where we are the majority shareholder, we have invested in start-ups such as Smartex, Infinited Fiber and Colorifix, to mention a few.

The customer in focus

Our customers are at the heart of every decision we make. Their behaviours and preferences are constantly evolving, and we are dedicated to fulfilling their every need. Our aim is to continually enhance the customer experience through ongoing initiatives and improvements – from design and product development to increased integration of physical and online stores.

We are for everyone, but everyone is unique, which is why we always strive to have diverse teams. This also helps us to better understand our customers’ needs and perspectives, create relevant customer offerings and promote diversity, as well as contribute to a more inclusive world through our products and marketing.    

Growing sustainably

H&M Group has a long history of actively working with sustainability. It is an integral part of what we do.

This means that each brand, retail market, production market and group function aims to grow our business in a way that decouples our financial growth from the use of finite natural resources.

The importance and value of our sustainability work for our business is further underlined in our 2030 goals, which combine targets for company growth and profit with greenhouse gas emissions reduction.