The ’60s & ’70s

In 1968, Hennes acquires the Stockholm-based hunting apparel and fishing equipment retailer Mauritz Widforss, and the name is changed to Hennes & Mauritz. This is the start of offering of men’s and also children’s clothing, leading to H&M offering clothes for the entire family.

The expansion is rapid: by 1969, Hennes & Mauritz has 42 stores. During these decades, the international growth begins. Norway comes first, followed by Denmark, U.K., and Switzerland.

In 1973, Hennes & Mauritz starts selling underwear. The same year, ABBA-member Anni-Frid Lyngstad becomes the first “supermodel” to be photographed for the company, wearing make-up from the new cosmetics range.

The growth pace increases even further, with five or six new stores opening every year.

In 1974, Hennes & Mauritz is listed on the Stockholm Stock Exchange. The same year, the stores are rebranded with the abbreviation “H&M”.

In the late ’70s, modern teenagers get their own version of H&M as the Impuls concept is launched, inspired by U.S. denim stores.