{"id":112176,"date":"2025-01-30T10:06:17","date_gmt":"2025-01-30T09:06:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=112176"},"modified":"2025-01-30T16:50:55","modified_gmt":"2025-01-30T15:50:55","slug":"hm-herstelt-winst-ondanks-omzetdaling","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/hm-herstelt-winst-ondanks-omzetdaling\/","title":{"rendered":"H&M herstelt winst ondanks omzetdaling"},"content":{"rendered":"\n

Hoewel de groepsomzet van H&M<\/strong> vorig jaar zowel in het vierde kwartaal als over het hele jaar met 1% daalde, steeg de winst. Na een moeilijke periode denkt de modereus weer op de goede weg te zitten.<\/p>\n\n\n\n

Traag maar winstgevend eindejaar<\/h2>\n\n\n\n

In het vierde kwartaal klokte de netto-omzet bij H&M zo af op 62,2 miljard Zweedse kronen (5,4 miljard euro). Feestmaand december zorgde wel voor 4% groei, zei CEO Daniel Erv\u00e9r in een persconferentie, al zorgde de late Black Friday ervoor dat ook veel van die omzet in december werd geboekt.<\/p>\n\n\n\n

De brutomarge groeide zelfs licht, maakt de nieuwe topman zich sterk. De brutowinst groeide naar 33,9 miljard Zweedse kroon (2,9 miljard euro), wat neerkomt op een brutomarge van 54,6%. Dat is iets meer dan de 53,7% van het voorgaande jaar. De operationele winst verdubbelde bijna tot 4,6 miljard Zweedse kroon (400 miljoen euro).<\/p>\n\n\n\n

Stekker uit overnames en innovatie <\/h2>\n\n\n\n

Over het volledige boekjaar 2024 daalde de netto-omzet met 1% naar 234,5 miljard Zweedse kroon (20 miljard euro). De hernieuwde focus van de groep op vrouwenkleding en op het H&M-merk als vlaggenschip zou niettemin al vruchten afwerpen. De operationele winst groeide met 28% tot 17,3 miljard Zweedse kroon (1,5 miljard euro), met een operationele marge van 7,4%.<\/p>\n\n\n\n

Opvallend: de modereus wil zich op organische groei focussen en zegt voorlopig minder te zullen investeren in nieuwe businessmodellen. De afgelopen jaren groeide de groep juist vooral door strategische samenwerkingen en innovaties zoals een eigen testhub in Berlijn<\/a>. Heel wat van die projecten zet H&M nu stop, zo werd Monki ge\u00efntegreerd in Weekday<\/a> en outletplatform Afound verkocht<\/a>.<\/p>\n\n\n\n

“Schrappen wat geen verschil maakt”<\/h2>\n\n\n\n

In 2025 plant de modegigant niettemin een miljard euro aan investeringen, met een focus op winkelbeleving en logistieke optimalisatie. Tegen het einde van het jaar moet de eerste Braziliaanse H&M-winkel openen in S\u00e3o Paulo. Vorig jaar investeerde de groep vooral in de samenwerking met leveranciers, kortere productontwikkelingscycli en meer RFID-technologie. De retailer opende ook 88 nieuwe winkels.<\/p>\n\n\n\n

CEO Daniel Erv\u00e9r blijft optimistisch over de groeivooruitzichten, ondanks macro-economische en geopolitieke onzekerheden. “Na \u00e9\u00e9n jaar als CEO heb ik er alle vertrouwen in dat we op de goede weg zijn. We hebben een duidelijke koers uitgezet die volledig gericht is op onze kernactiviteiten: verbeteren wat het grootste verschil maakt voor de klant en schrappen wat geen verschil maakt.”<\/p>\n","protected":false},"excerpt":{"rendered":"

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