What Does H&M Stand For? The History Behind H&M's Name

At almost 80 years old, Swedish clothing retailer H&M is one of the most recognizable brands in the fashion industry. The store is a fast-fashion giant, with a strong presence in malls and shopping centers around the world, as well as online. But despite H&M’s popularity, most of us have certainly wondered: What does H&M stand for, anyway?

Some stores, and the common abbreviations we use to reference them, just seem to have been there since the beginning of time (hello, CVS!). But most retailers carry an interesting story behind their name, and H&M is no exception: The name is brimming with history!

To find out more, we dove deep into the story behind this iconic store and spoke to branding and marketing expert Burkan Bur, managing director at The Ad Firm. Keep reading for all the details.

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What’s the history of H&M?

It starts with the H. Swedish businessman Erling Persson opened a women’s clothing store called Hennes (which means “Hers” in Swedish) in 1947 in Västerås, Sweden. That one little store went on to become the H&M empire we know today.

Strangely enough, the idea came to Persson on a trip to the United States. There, he saw early examples of high-volume fashion retail, with department stores cranking out clothing at affordable prices thanks to innovations in assembly line production and synthetic fabrics.

“[Persson]’s vision for Hennes helped build what the store is today,” Bur says. “He recognized working-class consumers and their need for stylish, affordable clothing.”

Persson went all in, opening another Hennes in 1952 and many more in the next two decades. But that was just the beginning.

What does H&M stand for?

So now we know the H stands for Hennes, but where does the M come in? Well, in 1968, Persson acquired Mauritz Widforss, a Stockholm-based retailer that sold men’s outdoor clothing, along with hunting and fishing equipment—which happened to be right next door to one of his Hennes locations.

Acquiring Mauritz Widforss gave Persson the opportunity to branch out into men’s and children’s fashion. With the Hennes name now inaccurate, he decided to rename his company Hennes & Mauritz.

“Including both names grounds H&M in its roots as a family-owned company versus a global retailer,” says Bur. “It shows that the foundations and legacies that you build early on are important for developing a brand.”

By 1969, there were 42 Hennes & Mauritz stores, and in 1974, Persson shortened the name to the catchier (and more familiar) H&M.

How did H&M evolve over time?

H&M made its way into the international market in 1964 in Norway. Denmark, the U.K. and Switzerland soon followed. The first U.S. H&M opened its doors in 2000, on Fifth Avenue in New York City. It’s a truly global retail phenomenon, with more than 3,700 stores in 78 markets around the world, including more than 500 in the U.S., as of May 2025.

The brand still sells many of the items it first became known for, like affordable women’s, men’s and kids’ clothing and accessories. The pieces have mass-market appeal, though H&M has also done high-end collaborations with designers like Stella McCartney, Versace and Roberto Cavalli. It also has a home department that sells bedding, decor and furniture.

H&M has come a long way since its early days, but here’s a fun fact you may not know: Even though H&M rebranded itself more than 50 years ago, Scandinavians and many others still refer to the store by its original brand name: Hennes.

Additional reporting by Hana Hong.

About the expert

Burkan Bur is the managing director at The Ad Firm, where he sets the strategic direction in various aspects of digital marketing, including content marketing, digital PR and social networking. He has a deep understanding of how a brand’s origins, the stories of its founding leaders and the context under which it was founded impact its future success.

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At Reader’s Digest, we’re committed to producing high-quality content by writers with expertise and experience in their field in consultation with relevant, qualified experts. We rely on reputable primary sources, including government and professional organizations and academic institutions as well as our writers’ personal experiences where appropriate. For this piece on what H&M stands for, Juliana LaBianca tapped her experience as a seasoned journalist who often covers fashion and shopping. We verify all facts and data, back them with credible sourcing and revisit them over time to ensure they remain accurate and up to date. Read more about our team, our contributors and our editorial policies.