H&M stock plunges 14% amidst profit concerns

H&M stock plunges 14% amidst profit concerns

Maria Sanchez
2 min read

H&M's Shares Plummet Following Lower-Than-Expected Q2 Profits and Sales Concerns

H&M's shares took a sharp nosedive of over 14% on Thursday after the company revealed disappointing second-quarter profits and raised apprehensions about its June sales and full-year profit margin. The retailer's operating profit for the period from March to May was 7.1 billion Swedish kroner, falling short of the 7.37 billion kroner analysts had projected. Despite this, the profit was higher than the 4.7 billion kroner from the same period last year. H&M also foresees a 6% decline in June sales due to adverse weather conditions. CEO Daniel Ervér expressed skepticism regarding the company's ability to meet its 10% operating margin target for 2024, attributing it to heightened challenges from external factors impacting purchasing costs and sales revenues. The company is persisting with its investments to enhance both its online and in-store experiences, with planned upgrades in major European cities following recent improvements in New York, London, and Tokyo. This comes amid surging living costs and a slowdown in post-pandemic spending, affecting both high street and luxury retail sales. Competitor Inditex, owner of Zara, also reported a slowdown in first-quarter sales but noted an improvement in May.

Key Takeaways

  • H&M shares plummeted by 14% due to lower-than-expected Q2 profits and concerns over June sales.
  • The operating profit for March-May fell short of analyst expectations at 7.1 billion Swedish kroner.
  • H&M anticipates a 6% decline in June sales due to unfavorable weather conditions.
  • CEO Daniel Ervér expresses doubts about meeting the 10% operating margin target for 2024.
  • H&M continues investing in store and online upgrades despite retail challenges.


The sizable drop in H&M's shares reflects investor apprehensions over reduced profits and sales, exacerbated by adverse weather and escalating costs. The shortfall in Q2 profits, despite year-over-year growth, signifies persistent challenges in the retail sector, affected by shifts in post-pandemic spending and heightened living expenses. Long-term, H&M's strategic investments in digital and physical enhancements aim to strengthen competitiveness but face risks from economic uncertainties and intensified competition, particularly from Shein's expansion in Europe. This situation underscores the vital need for adaptable retail strategies in a volatile market, influencing both investor sentiment and retail sector dynamics.

Did You Know?

  • Swedish Kroner (SEK): The Swedish kroner is the official currency of Sweden, denoted with the symbol "kr" and subdivided into 100 öre. H&M often reports profits and costs in this currency, reflecting the company's Swedish origin and operations.
  • Operating Margin: This is a profitability ratio that measures what percentage of revenue is left after paying for variable costs of production. A 10% operating margin, as targeted by H&M, means that for every dollar of sales, the company earns ten cents in profit before taxes and interest are deducted.
  • Inditex: It is a Spanish multinational clothing company, known for being the owner of Zara and multiple other fashion brands such as Massimo Dutti, Bershka, and Pull&Bear. Its performance is often compared to that of H&M, as both are major players in the global fast-fashion market.

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