The Aporia · H&M says more in-season buying paying off as sales edge higher

H&M says more in-season buying paying off as sales edge higher

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Wise, A. (2026, September 24). H&M says more in-season buying paying off as sales edge higher. Evening Standard. https://www.standard.co.uk/business/business-news/cos-swedish-b1298177.html

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Quick Summary

H&M reported a return to sales growth after a decline of 3% in the first half of its financial year. The company credits this turnaround to more flexible buying strategies that enable quicker responses to fashion trends, thereby better meeting consumer demand during peak seasons. CEO Daniel Frier emphasized H&M's commitment to providing value through improved supply chain efficiency and artificial intelligence support, highlighting potential for further sales increases.

Written by AI on 2026-09-24, from this article's own text only (the story summary below draws on all the coverage).

AI analysis

Story summary

H&M reported a return to sales growth after experiencing a 3% decline in the first half of its financial year. The retailer attributed this positive trend to more agile fashion forecasting, focusing on timely and affordable products that better meet consumer demand. Daniel Erver, H&M's chief executive, noted that increasing in-season purchasing was key to their success, allowing them to quickly adapt to changing fashion trends while maintaining affordability amidst high living costs. He expressed optimism about future growth potential, crediting advancements in supply chain management and artificial intelligence for enhancing product relevance and precision.

Written for “H&M Sales Improving” on 2026-11-01, grounded in this article and the 0 other(s) covering the same event.

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Who wrote this

Anna Wise

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Claims (4 extracted, 0 hedged)

H&M says more in-season buying paying off as sales edge higher H&M has revealed its sales have edged higher in recent months after the retailer said efforts to react faster to fashion trends and focus on value were paying off. It marks a return to growth after sales declined by 3% over the first half of the financial year. Chief executive Daniel Erver said sales had “developed in a positive direction” in the last quarter added he sees “further potential to increase sales going forward”. asserted

he → say → sales

He said the retailer was “increasing the proportion of in-season purchasing to more quickly meet customers’ demand for fashion and quality at the best price”. asserted

retailer → say → price

“At a time when consumers are affected by high living costs, we are gradually strengthening our customer offering through attractive and inspiring products, shopping experiences and brands,” he added. asserted

he → affect → products

“Initiatives in the supply chain, greater support from AI and committed employees allow us to increase relevance and precision throughout the business – which will help deliver even greater value for our customers.” asserted

which → commit → customers

H&M says more in-season buying paying off as sales edge higher

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Claims (4 extracted, 0 hedged)