{"id":150683,"date":"2026-06-25T10:57:19","date_gmt":"2026-06-25T08:57:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=150683"},"modified":"2026-06-25T10:57:20","modified_gmt":"2026-06-25T08:57:20","slug":"hm-enregistre-une-hausse-de-ses-benefices-malgre-une-baisse-de-ses-ventes-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hm-enregistre-une-hausse-de-ses-benefices-malgre-une-baisse-de-ses-ventes-2\/","title":{"rendered":"H&M enregistre une hausse de ses b\u00e9n\u00e9fices malgr\u00e9 une baisse de ses ventes"},"content":{"rendered":"\n

Le groupe H&M<\/strong> continue de faire face \u00e0 la pression concurrentielle. Il s’av\u00e8re \u00e9galement difficile de concilier un contr\u00f4le plus strict des stocks avec la demande capricieuse des consommateurs. Le groupe parvient n\u00e9anmoins \u00e0 am\u00e9liorer ses marges b\u00e9n\u00e9ficiaires.<\/p>\n\n\n\n

Besoin d’\u00e9quilibre entre l’offre et la demande<\/h2>\n\n\n\n

Au premier semestre 2026, le groupe H&M a enregistr\u00e9 un b\u00e9n\u00e9fice d’exploitation de 8,1 milliards de couronnes su\u00e9doises (739 millions d’euros), soit une hausse de 14 % par rapport \u00e0 la m\u00eame p\u00e9riode de l’ann\u00e9e pr\u00e9c\u00e9dente. Ce chiffre ne tient toutefois pas compte des 679 millions de couronnes (62 millions d’euros) de frais de r\u00e9organisation ponctuels li\u00e9s aux r\u00e9centes restructurations.<\/p>\n\n\n\n

La croissance du b\u00e9n\u00e9fice est d\u2019autant plus remarquable que le chiffre d\u2019affaires net a recul\u00e9 de 1 % en monnaie locale au cours de la m\u00eame p\u00e9riode, pour s\u2019\u00e9tablir \u00e0 104,4 milliards de couronnes (9,52 milliards d\u2019euros). Le PDG Daniel Erv\u00e9r souligne que ce r\u00e9sultat est le fruit de plusieurs ann\u00e9es de travail : \u00ab Notre action \u00e0 long terme a renforc\u00e9 notre rentabilit\u00e9 et nous offre de belles opportunit\u00e9s pour cr\u00e9er encore plus de valeur pour nos clients. L\u2019am\u00e9lioration des b\u00e9n\u00e9fices et la productivit\u00e9 accrue des stocks s\u2019inscrivent dans le cadre de notre action \u00e0 long terme visant \u00e0 jeter les bases d\u2019une croissance durable et rentable. \u00bb<\/p>\n\n\n\n

Il pr\u00e9vient toutefois que la gestion plus rigoureuse des stocks a, dans certains cas, entrav\u00e9 la capacit\u00e9 \u00e0 r\u00e9pondre \u00e0 la demande : \u00ab Nous estimons qu\u2019il est possible d\u2019am\u00e9liorer encore la pr\u00e9cision afin de cr\u00e9er un meilleur \u00e9quilibre entre la disponibilit\u00e9 et la demande. \u00bb<\/p>\n\n\n\n

L\u2019Am\u00e9rique latine en ligne de mire<\/h2>\n\n\n\n

Au deuxi\u00e8me trimestre, H&M a ouvert son premier magasin \u00e0 Rio de Janeiro et a rouvert un magasin phare \u00e0 Stockholm, \u00ab suscitant un vif int\u00e9r\u00eat \u00bb aupr\u00e8s des clients. L\u2019entreprise poursuit son expansion en Am\u00e9rique latine, avec l\u2019ouverture pr\u00e9vue d\u2019un premier magasin au Paraguay au cours du second semestre 2026. L\u2019Argentine suivra en 2027 dans le cadre d\u2019un partenariat de franchise. <\/p>\n\n\n\n

H&M compte actuellement 3 % de magasins en moins qu\u2019il y a un an, avec 4 038 points de vente dans le monde. Les ventes en ligne repr\u00e9sentent d\u00e9sormais un peu plus de 30 % du chiffre d\u2019affaires total. En juin, le groupe pr\u00e9voit de r\u00e9aliser un chiffre d\u2019affaires en monnaie locale pratiquement identique \u00e0 celui de l\u2019ann\u00e9e derni\u00e8re. Pour attirer davantage de clients, Erv\u00e9r mise toutefois sur des styles plus tendance et une nouvelle strat\u00e9gie marketing.<\/p>\n\n\n\n

L\u2019analyste Richard Chamberlain, de RBC, fait remarquer \u00e0 WWD que les efforts de redressement de H&M sont jusqu\u2019\u00e0 pr\u00e9sent in\u00e9gaux : \u00ab Nous pensons que H&M a pris plusieurs mesures pour am\u00e9liorer son offre client, ce qui devrait se traduire \u00e0 terme par de meilleures performances commerciales<\/a>. Cependant, de nombreux aspects doivent s\u2019am\u00e9liorer simultan\u00e9ment, et jusqu\u2019\u00e0 pr\u00e9sent, la reprise nous semble quelque peu in\u00e9gale. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Le groupe H&M continue de faire face \u00e0 la pression de la concurrence. Il s’av\u00e8re \u00e9galement difficile de concilier un contr\u00f4le plus strict des stocks avec la demande fluctuante des consommateurs. Le groupe parvient n\u00e9anmoins \u00e0 am\u00e9liorer ses marges b\u00e9n\u00e9ficiaires.<\/p>\n","protected":false},"author":5,"featured_media":150684,"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-150683","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":"\nH&M enregistre une hausse de ses b\u00e9n\u00e9fices malgr\u00e9 une baisse de ses ventes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le groupe H&M continue de faire face \u00e0 la pression concurrentielle. 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