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H&M Trims Global Stores, Launches Brazil Amid Flat Sales

6/26/2026

30 3 Full Breakdown

Summary

Story summary

H&M is shrinking its global store count while entering Brazil.
Q2 2026 sales were flat in local currencies, with a 3.3% decline in sales and higher profit.
Inventory fell 10% to 34.94 billion kronor, prompting CEO Daniel Ervér to say the revamp targets profitability and customer decision-making.
The company opened its first Rio de Janeiro store, plans sites in Brazil, Paraguay and Argentina, and says online sales exceed 30% of revenue.

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Story summary

H&M is shrinking its global store count while entering Brazil.
Q2 2026 sales were flat in local currencies, with a 3.3% decline in sales and higher profit.
Inventory fell 10% to 34.94 billion kronor, prompting CEO Daniel Ervér to say the revamp targets profitability and customer decision-making.
The company opened its first Rio de Janeiro store, plans sites in Brazil, Paraguay and Argentina, and says online sales exceed 30% of revenue.