Number of H&M employees worldwide 2023 | Statista (2024)

In financial year 2023, H&M made net sales worth more than 236 billion Swedish kronor, which was an increase of roughly 12.5 billion kronor compared to the previous year, and represented record figures for the company. In 2023, Sales had roughly doubled compared to the 2009 figures. Operating profit, on the other hand, has not seen the reliable increase of the sales figures. Operating profit in 2023 did double compared to the previous financial year, surpassing 14 billion kronor, but still fell considerably short of the 27 billion kronor recorded in 2015.

H&M in Germany

Germany is H&M's largest market, with sales of over 35 billion Swedish kronor, which was slightly higher than the sales made in the United States. In Germany a huge 96 percent of consumers were aware of the H&M brand in 2023. Over half of all consumers in the country said that they liked the brand.