H&M appoints new CEO in surprise move as profit margin falls

H&M surprised investors on Wednesday with a new chief executive, Daniel Erver, taking the role with immediate effect as the Swedish fashion retailer struggles to boost sales in a fiercely competitive market.

Outgoing chief executive Helena Helmersson said she had decided to step down and leave H&M, saying the role has been very personally demanding.

The world’s second-biggest listed fashion retailer after Inditex, H&M is aiming to reach an operating margin of 10 per cent this year and has focused on profitability rather than cutting prices.

But H&M has struggled with its price-sensitive customers going to budget-friendly newcomer SHEIN, in addition to competition from Inditex's Zara.

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H&M’s fourth-quarter operating profit margin fell to 7.2 per cent from 7.8 per cent in the third quarter

Measured in local currencies, H&M said on Wednesday that sales from December 1st to January 29th – the start of its fiscal first quarter – fell by 4 per cent, compared to an increase last year of 5 per cent.

It posted a fourth-quarter operating profit of 4.33 billion crowns (€384 million), up from 821 million (€73 million) a year earlier but below the 4.57 billion (€407 million) expected by analysts in an LSEG poll.

The board of H&M proposed an unchanged dividend of 6.50 crowns per share, and said it would ask for authorisation to buy back the group’s own B shares. - Reuter

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