On October 4, 1947, the first store under the name Hennes opens in Sweden, focusing on selling women's clothing.

In 1952, the first Hennes store opens in Sweden's capital, Stockholm, marking a significant expansion for the brand. This store further solidifies Hennes' presence in the Swedish fashion market.

In 1954, Hennes takes out a full-page color ad in Sweden's largest daily newspaper, showcasing a pioneering belief in the power of marketing.

Hennes expanded internationally by opening its first shop outside Sweden in Norway in 1964.

In 1968, H&M was officially created when Hennes acquired the hunting and fishing equipment store Maurits, forming Hennes & Maurits (H&M).

By 1969, Hennes & Mauritz experiences rapid expansion, boasting a total of 42 stores. This marks a significant growth phase for the company as it establishes a strong presence in the retail market.

In 1973, H&M began selling underwear and tapped ABBA member Anni-Frid Lyngstad as their first celebrity endorser for their cosmetics collection.

H&M was listed on the Stockholm Stock Exchange in 1974, marking a significant milestone in the company's history.

From 1976 to 1988, H&M focused on expanding its presence in the European market, marking a significant period of growth for the company.

In 1977, Hennes & Mauritz introduced the Impuls concept, targeting teenagers and inspired by denim stores in the US.

In 1980, H&M expands its sales by acquiring Rowells, a Swedish mail order company, allowing customers to purchase fashion items from the comfort of their homes.

In 1982, Stefan Persson takes over as the CEO of H&M, succeeding his father Erling Persson, marking a generational shift in leadership within the company.

In 1990, the famous annual underwear campaigns were launched by H&M, featuring supermodel Elle Macpherson. The campaigns gained significant media attention.

In 1997, H&M established their initial set of guidelines known as the First H&M Code of Conduct.

In 1998, H&M began offering online shopping services, with Sweden being the first market to have access to this new feature.

On March 31, 2000, H&M opened its first U.S. store on Fifth Avenue in New York City, initiating its expansion outside of Europe.

In 2002, H&M released its initial Corporate Social Responsibility Report, initiating its commitment to sustainability reporting.

In November 2004, H&M offered an exclusive collection by fashion designer Karl Lagerfeld, resulting in high demand with reports of sold-out inventories in major cities within an hour.

Stella McCartney collaborated with H&M, creating a collection of separates with affordable prices. Despite the designer's focus on wearable garments, this collaboration did not achieve the same success as Lagerfeld's.

In November 2006, H&M launched collections by Stella McCartney and avant-garde Dutch designers Viktor & Rolf, expanding its designer collaborations.

H&M collaborated with pop star Madonna in March 2007 to create a unique collection, showcasing the brand's partnership with renowned artists.

In November 2007, H&M launched a collection by Italian designer Roberto Cavalli, following the success of previous designer collaborations.

In the fall of 2008, H&M collaborated with the Japanese fashion label Comme des Garçons to release a collection that included accessories, fragrance, and clothing for adults and children.

On 14 November 2009, H&M released a limited-edition collection by Jimmy Choo, featuring handbags, shoes, and clothing for men and women, available in 200 stores worldwide.

Sonia Rykiel collaborated with H&M to design a range of ladies knitwear and lingerie that was released in select company stores on 5 December 2009.

H&M started operating stores in Israel in March 2010, with its first store in Tel Aviv. As of December 2023, H&M has 24 stores in Israel, mainly in the Gush Dan region.

In fall 2010, H&M partnered with French fashion house Lanvin to create the 'Lanvin Hearts H&M' collection, offering Lanvin clothing at more affordable prices for the average consumer.

For Spring and Summer 2011, H&M worked with fashion blogger Elin Kling to release a collection exclusively available at select stores.

H&M announced a collaboration with Versace in June 2011, which was later released on 19 November. Versace allowed H&M to use its name for a fee without involvement in the design process.

H&M announced a collaboration with Marni in November 2011. The campaign launched in March 2012 and was directed by Sofia Coppola.

H&M confirmed a collaboration with Maison Martin Margiela in June 2012, with the collection hitting stores on 15 November 2012. Maison Martin Margiela allowed H&M to use its name for the collaboration.

Vogue Japan editor Anna Dello Russo launched an accessories collection with H&M on 4 October 2012 during Paris Fashion Week. The collection was available in 140 H&M stores worldwide and online.

On January 2, 2013, The Ecologist reported accusations by Anti-Slavery International that H&M was involved in exploiting child and adult forced labor in Uzbekistan's cotton industry, despite concerns raised by human rights organizations.

In 2013, H&M revamped their Oxford Street store in London and launched a new sister brand called & Other Things on Regent Street. This move marked a significant milestone in the retailer's expansion and growth.

On 19 May 2013, a textile factory in Phnom Penh, Cambodia that produced apparel for H&M collapsed, injuring several people and raising concerns about industrial safety regulations.

In November 2013, H&M's global head of sustainability pledged to ensure that all textile workers are paid a 'living wage' by 2018, addressing the slow government response to poor working conditions in countries like Bangladesh. Wages in Bangladesh were raised from 3,000 takas to 5,300 takas a month.

During Coachella Valley Music and Arts Festival in California, H&M announced its collaboration with American designer Alexander Wang. The collection was released in select 250 stores worldwide on 6 November 2014.

Balmain designer Olivier Rousteing announced the collaboration with H&M through his Instagram page, and the collection was released on November 5, 2015.

In January 2016, H&M faced backlash for selling a tallit-like beige and dark blue striped scarf in its Israeli stores, which was deemed offensive to Jews.

In June 2016, SumOfUs launched a campaign pressuring H&M to fulfill its commitment to protect Bangladesh's garment workers after the Rana Plaza collapse.

In November 2016, H&M released a designer line in collaboration with Kenzo.

H&M has a long history of collaborating with renowned designers, starting with Karl Lagerfeld in 2004. This collaboration trend continued with other top designers creating collections for the fast fashion giant, which often sold out quickly and became highly sought after in the secondary market.

Designers Jeremy Scott and Moschino collaborated with H&M in April 2018.

In July 2019, H&M collaborated with designer Richard Allan to revive the spirit of the swinging sixties.

In September 2019, H&M stopped buying leather from Brazil due to the 2019 Amazon rainforest wildfires. The company stated that the ban would remain until there are reliable systems to ensure the leather does not harm the environment in the Amazon.

On September 16, 2020, H&M announced the termination of its association with Huafu following allegations of Uyghur labor exploitation. The company clarified that it had no direct business dealings with a mill owned by Huafu Fashion Co.

After the military coup in Myanmar on February 1, 2021, labor groups urged H&M and other clothing companies to pull out from Myanmar due to fears of labor rights violations. Reports emerged of physical abuse of workers in Saung Oo Shwe Nay factory, a supplier of H&M, with the employer failing to take responsibility.

On 24 March 2021, H&M became the first fashion brand to be targeted in China due to its stance on Xinjiang cotton, leading to its products being removed from Chinese e-commerce platforms, app stores, and facing backlash on social media.

On March 31, H&M responded to a 23% sales decline in China for the second quarter of 2021 by vowing to rebuild trust and serve customers in a respectful way.

H&M announced the closure of over 150 stores in Russia due to the Russian invasion of Ukraine, expressing solidarity with the people of Ukraine and prioritizing the safety of customers and colleagues in Russia. The decision also affected H&M stores in Ukraine, which remain closed.

Analyzing the development and expansion of H&M as a brand.

In January 2024, H&M's Australian branch received criticism for a school uniform advertisement with the slogan 'Make those heads turn in H&M’s Back to School fashion', sparking concerns about young girls seeking unwanted attention.

H&M aims to use only sustainable materials by 2030 and have a 'climate positive' supply chain by 2040, as part of its sustainability objectives.

H&M aims to have a 'climate positive' supply chain by 2040, as part of its sustainability objectives.