1 Introduction
The first “Hennes” store, a women’s clothes store, was opened in Vastaras, Sweden, in September 1947 by its founder Erling Persson. After expanding to Stockholm, Persson bought a hunting and gun store in 1968, where he sold men’s clothes and which he called “Mauritz”. The new company “Hennes Mauritz” (HM), which is Swedish for “Hers His”, was born.
Today HM is one of the most successful clothing retailers in Europe. It sells around 400 million garments a year and has 620 stores in 14 countries. In April 2000 HM started going global by successfully expanding to the United States, with its first shop on the Fifth Avenue in New York. The company does not manufacture itself but works together with approximately 900 suppliers in Europe and Asia. To supervise this production HM maintains twenty production offices around the world.
Around 26500 employees are working for HM in these days, most of them in one of the shops. The overall turnover of the group has been SEK 32977 million in 1999, which equals approximately £ 563,614 million. HM employs 70 designers who along with pattern designers and buyers create the collections for women, men, youngsters and children. The overall business concept is “Fashion and quality at the best price” (www.hm.com).
Germany is HM’s biggest market with 32% of the group’s turnover. The first shop in Germany opened in 1980 but today you’ll find the company in each big city, and since the fall of the Berlin Wall especially in the eastern regions. HM sells its clothes and accessories in 167 stores all over the country, and the shop now belongs to each good shopping centre or Highstreet.
The market of HM is very complex, and the accessible data severely limited. Therefore only the German market will be considered in this assignment. Another reason is that my personal working experience took place in Germany and I cannot say for sure if the group faces the same problems in all countries. I worked for HM in Munich, Germany, for three years as well as school, serving customers, working at the till, and being responsible for customer services and new staff development. Then I was a full-time employee for one year. After starting my studies in 1997 I worked again part-time for HM Rosenheim, Germany. Through these seven years I attained a deep insight in the company’s daily affairs and problems occurring at the operational base in the shops.
Häufig gestellte Fragen
What is Hennes Mauritz (HM)?
HM is a successful clothing retailer in Europe, founded in Sweden by Erling Persson. It sells around 400 million garments a year and has stores in multiple countries.
When and where was the first HM store opened?
The first "Hennes" store (women's clothes) was opened in Västerås, Sweden, in September 1947.
When did HM start selling men's clothes?
In 1968, Erling Persson bought a hunting and gun store and started selling men's clothes under the name "Mauritz".
When did HM start its global expansion?
HM started its global expansion in April 2000, opening its first store in the United States on Fifth Avenue in New York.
Where does HM manufacture its clothes?
HM does not manufacture its own clothes but works with approximately 900 suppliers in Europe and Asia. They maintain production offices around the world to supervise the production.
How many people are employed by HM?
HM employs around 26,500 people, mostly in its stores.
What was HM's turnover in 1999?
The overall turnover of the group in 1999 was SEK 32,977 million (approximately £563,614 million).
Who designs the collections for HM?
HM employs 70 designers who, along with pattern designers and buyers, create the collections for women, men, youngsters, and children.
What is HM's business concept?
HM's overall business concept is "Fashion and quality at the best price".
Which is HM's biggest market?
Germany is HM's biggest market, accounting for 32% of the group's turnover.
When did HM open its first store in Germany?
The first HM store in Germany opened in 1980.
Why will only the German market be considered?
The market of HM is very complex, and the accessible data severely limited. Also, the author has personal working experience in Germany with HM and cannot say for sure if the group faces the same problems in all countries.
What kind of work experience did the author have with HM?
The author worked for HM in Munich and Rosenheim, Germany, for seven years, serving customers, working at the till, and being responsible for customer services and new staff development. They worked both part-time and full-time.
- Quote paper
- Rambau, Kristina (Author), 2001, Hennes & Mauritz: Analysis of the strategic position in marketing terms, Munich, GRIN Verlag, https://www.grin.com/document/101131
