H&M: Shrinking Store Network Hits Sales, But Profits Skyrocket Amid Optimized Portfolio

In the first fiscal quarter, Swedish fashion powerhouse H&M witnessed a decrease in sales, corresponding with a reduction in the total number of store locations.

Sales Performance

By the end of the quarter, which concluded on February 28, net sales were reported to be SEK49.6 billion (US$5.2 billion)—a 1% year-on-year decrease in constant currency. The company saw a 4% reduction in stores, or 163 fewer outlets, compared with the same timeline last year. The global store count was noted to be 4050 as of February 28.

H&M is undertaking steps to strengthen its long-term position and further enhance profitability through the optimization of its store portfolio. Actions include the renovation of existing stores, the opening of new outlets, and closure of others.

However, reported net sales witnessed a 10% decrease, largely due to currency translation. The quarter began with a weak December, with a noticeable demand drop after November’s Black Friday trading. However, a positive sales trend emerged towards the end of the quarter, driven by the successful reception of the spring collections.

Regional Sales Performance

Sales in Asia, Oceania, Africa, and the Americas fell 3% when calculated in constant currency. In Western and Eastern Europe, sales were down by 1%, whereas Southern Europe saw a sales increase of 3%. Sales performance in the Nordics remained steady.

Gross margin rose from 49.1% to 50.7% during the quarter. The operating profit saw a significant boost with an increase of 26%, amounting to SEK1.512 billion. Profit for the period also grew by 21.5% to SEK704 million. CEO Daniel Ervér attributed the strengthened profitability to good cost control and an improved gross margin, despite cautious consumption and large currency translation effects.

Ervér also stressed the significance of flexibility in the current challenging macroeconomic environment, which is marked by increased geopolitical uncertainty.

Future Expectations and Concerns

H&M anticipates a 1% increase in sales in constant currency for March in the current quarter. The company is closely observing the developments in the Middle East, along with the potential implications on global trade. The Middle Eastern markets, which are managed through franchise partners, account for a minor portion of H&M’s sales.