Analysis: How H&M is preparing for sustainable growth post-pandemic

Exterior of H&M Barcelona store

H&M chief executive Helena Helmersson is adamant that the “worst is behind us” and the fashion giant is ready for what comes next. Retail Week looks at how H&M is setting itself up for future growth.

While some fashion retailers are still struggling to combat the impacts of the pandemic, H&M boss Helmersson is bullish about its position and plans for the future.

“Our strong recovery continues – customers are showing that they appreciate our collections and, by quickly taking decisive actions, we succeeded in managing the negative effects of the pandemic,” she says.

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