Back to today’s briefing

Story perspectives

H&M Misses Sales Target Despite December Boost; Shares Plummet

1/30/2025

46 10

Summary

Story summary

H&M's fourth-quarter sales hit 62.19 billion Swedish krona, missing forecasts of 63.48 billion. However, a 4% sales boost in December and January offers a glimmer of hope for the new fiscal year. Despite this positive trend, shares plummeted over 5%, underscoring the fierce competition the retailer faces.

History

Historical Context

H&M's recent sales dip reflects a broader retail trend seen since the 2008 financial crisis. Many retailers struggle with fierce competition and changing consumer habits, as seen in the decline of traditional stores. This situation echoes the retail apocalypse, where businesses failed to adapt to e-commerce growth and shifting consumer preferences.

1 of 2

Story summary

H&M's fourth-quarter sales hit 62.19 billion Swedish krona, missing forecasts of 63.48 billion. However, a 4% sales boost in December and January offers a glimmer of hope for the new fiscal year. Despite this positive trend, shares plummeted over 5%, underscoring the fierce competition the retailer faces.

1 / 2