Shares of a Swedish H&M (HMB.SE) jumped 7 today, reaching their highest level in 11 months, as investors welcomed proof of progress in H&M’s strategy
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Operating profit surged 40% YoY to 4.91B SEK ($523M), well above the LSEG consensus of 3.68B SEK.
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The earnings beat signals that CEO Daniel Erver’s turnaround plan is gaining traction after two weak quarters.
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Trendier collections and celebrity-led marketing (Charli XCX, Tyla) are repositioning H&M against fast-fashion competitors Shein and Zara.
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The company reintroduced a high-profile catwalk show at London Fashion Week — its first since 2018 — underlining a push for brand relevancy.
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Inventory fell 9% YoY, reflecting better product mix and in-season full-price sales.
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Sales declined slightly to 57B SEK, but still beat estimates (56.8B SEK).
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Cost controls and tighter pricing discipline lifted profitability.
Still U.S. tariffs and weakening consumer sentiment pose risks to Q4 margins. H&M plans a “prudent pricing approach” — raising prices selectively while protecting entry-level basics and kids’ ranges to defend market share. Black Friday timing (a day earlier this year) may trigger higher markdowns in Q4. H&M’s momentum into the holiday season will be the key test of durability fo the company strategy, and the U.S. (13% of group sales) remains the critical swing factor given trade policy headwinds.
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Source: xStation5
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