Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

H&M’s March Sales Fall 49% Amid Covid-19 Outbreak

The pandemic has forced H&M to temporarily close most of its stores, flag big layoffs and scrap its annual dividend. 
H&M store interior | Source: H&M Image Gallery
By
  • Reuters

STOCKHOLM, Sweden — H&M, the world's second-biggest clothing retailer, reported on Friday a 46 percent plunge in March sales as the coronavirus pandemic took its toll and said it expected to run a loss in its fiscal second quarter.

The pandemic has forced H&M to temporarily close most of its stores, flag big layoffs and scrap its annual dividend for the first time since its 1974 listing.

"With the dramatic decline in the market we have to make many difficult decisions and take forceful action," newly appointed Chief Executive Helena Helmersson said in a statement.

"With each day that we are having to keep stores closed, the situation is becoming increasingly demanding."

ADVERTISEMENT

H&M said that to strengthen its liquidity buffer, it had prepared a number of sources of financing that it expected to be finalised in the second quarter.

The company also said it expected to be able to cut operating expenses, excluding depreciation and amortisation, by around 20–25 percent in the second quarter while it slashed its planned capital spending for 2020 to 5 billion crowns from 8.5 billion.

Fiscal first-quarter pretax profit more than doubled to 2.50 billion crowns (£200 million) from a year-ago 1.04 billion crowns. Six analysts polled between March 17 and March 26 had on average expected a rise to 1.47 billion crowns, according to Refinitiv data.

Inventories shrank for a third straight quarter but H&M said they would temporarily increase again due to the sudden drop in demand. While store sales plunged, online sales in March increased by 17 percent, the company said.

By Anna Ringstrom; editor: Niklas Pollard

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

Why Esprit’s Ambitious Rebrand Fell Short

The company is in talks with potential investors after filing for insolvency in Europe and closing its US stores. Insiders say efforts to restore the brand to its 1980s heyday clashed with its owners’ desire to quickly juice sales in order to attract a buyer.


How Adidas Sambas Took Over the World

The humble trainer, once the reserve of football fans, Britpop kids and the odd skateboarder, has become as ubiquitous as battered Converse All Stars in the 00s indie sleaze years.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024