{"id":144734,"date":"2026-03-26T10:00:31","date_gmt":"2026-03-26T09:00:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=144734"},"modified":"2026-03-26T10:03:39","modified_gmt":"2026-03-26T09:03:39","slug":"les-benefices-de-hm-progressent-malgre-des-ventes-decevantes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/les-benefices-de-hm-progressent-malgre-des-ventes-decevantes\/","title":{"rendered":"Les b\u00e9n\u00e9fices de H&amp;M progressent malgr\u00e9 des ventes d\u00e9cevantes"},"content":{"rendered":"\n<p>Le g\u00e9ant su\u00e9dois de la mode <strong>H&amp;M Group<\/strong> a enregistr\u00e9 au premier trimestre de son exercice 2026 un b\u00e9n\u00e9fice d&rsquo;exploitation sup\u00e9rieur aux pr\u00e9visions. Le groupe cl\u00f4ture toutefois le trimestre avec une l\u00e9g\u00e8re baisse de son chiffre d&rsquo;affaires.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les ventes se redressent apr\u00e8s un mois de d\u00e9cembre morose<\/h2>\n\n\n\n<p>H&amp;M a vu ses ventes en monnaie locale baisser de 1 % pour s&rsquo;\u00e9tablir \u00e0 49,6 milliards de couronnes su\u00e9doises (4,58 milliards d&rsquo;euros) au cours des trois premiers mois de l&rsquo;exercice, qui s&rsquo;\u00e9tend de d\u00e9cembre \u00e0 f\u00e9vrier. Ce d\u00e9marrage en demi-teinte s&rsquo;explique principalement par des ventes d\u00e9cevantes en d\u00e9cembre, apr\u00e8s une p\u00e9riode du Black Friday tr\u00e8s dynamique fin novembre. <\/p>\n\n\n\n<p>La date du Nouvel An chinois a \u00e9galement pes\u00e9 sur la demande en janvier. En f\u00e9vrier, les ventes ont toutefois repris, gr\u00e2ce \u00e0 des collections de printemps bien accueillies. Cette tendance positive s&rsquo;est poursuivie en mars, avec une hausse du chiffre d&rsquo;affaires de 1 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La ma\u00eetrise des co\u00fbts comme bou\u00e9e de sauvetage<\/h2>\n\n\n\n<p>Alors que les ventes \u00e9taient sous pression, H&amp;M a n\u00e9anmoins r\u00e9ussi \u00e0 pr\u00e9server sa marge b\u00e9n\u00e9ficiaire en surveillant de pr\u00e8s ses co\u00fbts. Le b\u00e9n\u00e9fice d&rsquo;exploitation a augment\u00e9 plus que pr\u00e9vu, de 26 %, pour atteindre 1,5 milliard de couronnes su\u00e9doises (0,14 milliard d&rsquo;euros). Au cours des 12 derniers mois, la marge d&rsquo;exploitation a augment\u00e9 de 1,4 point de pourcentage pour atteindre 8,4 %.<\/p>\n\n\n\n<p>\u00ab Une bonne ma\u00eetrise des co\u00fbts et une marge brute am\u00e9lior\u00e9e ont contribu\u00e9 \u00e0 une rentabilit\u00e9 accrue au cours d\u2019un trimestre marqu\u00e9 par une prudence des consommateurs et des effets de change significatifs \u00bb, a d\u00e9clar\u00e9 Daniel Erv\u00e9r, PDG.<\/p>\n\n\n\n<p>Le groupe H&amp;M a \u00e9galement <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/comment-hm-entend-demontrer-que-croissance-rentabilite-et-durabilite-peuvent-aller-de-pair\/\">annonc\u00e9 ses r\u00e9sultats en mati\u00e8re de d\u00e9veloppement durable pour 2025<\/a> : en 2025, 91 % des mat\u00e9riaux utilis\u00e9s \u00e9taient constitu\u00e9s de mati\u00e8res premi\u00e8res recycl\u00e9es ou produites de mani\u00e8re durable, dont 32 % enti\u00e8rement recycl\u00e9es \u2013 un objectif que l&rsquo;entreprise a atteint plus t\u00f4t que pr\u00e9vu. Par ailleurs, l&rsquo;entreprise a investi 2,8 milliards de couronnes su\u00e9doises (245 millions d&rsquo;euros) dans la d\u00e9carbonisation et l&rsquo;innovation en mati\u00e8re de mat\u00e9riaux.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le g\u00e9ant su\u00e9dois de la mode \u00e9ph\u00e9m\u00e8re H&amp;M Group a enregistr\u00e9 au premier trimestre de son exercice 2026 un b\u00e9n\u00e9fice d&rsquo;exploitation sup\u00e9rieur aux pr\u00e9visions. Le groupe cl\u00f4ture toutefois le trimestre avec une l\u00e9g\u00e8re baisse de son chiffre d&rsquo;affaires.<\/p>\n","protected":false},"author":5,"featured_media":144735,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[526],"topic":[266],"region":[],"class_list":{"0":"post-144734","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-hm","11":"topic-resultats-financiers"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les b\u00e9n\u00e9fices de H&amp;M progressent malgr\u00e9 des ventes d\u00e9cevantes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"H&amp;M Group a enregistr\u00e9 un b\u00e9n\u00e9fice d&#039;exploitation sup\u00e9rieur aux pr\u00e9visions. 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