Erling Persson (21 January 1917 – 28 October 2002) was the founder of “H&M” (Hennes & Mauritz), one of the largest and most influential fashion retailers in the world. Persson’s groundbreaking approach to affordable fashion revolutionized the clothing industry and set the stage for the global fast-fashion movement.
Persson’s journey in retail started in the 1940s during a trip to the United States, where he was deeply inspired by the efficiency and accessibility of American department stores. These stores offered high-quality, stylish clothing at prices affordable to the average consumer. This business model sparked an idea in Persson’s mind that would eventually lead to the creation of “H&M”.
In 1947, Persson returned to Sweden and opened his first store in Västerås, called “Hennes”, which means “hers” in Swedish. As the name suggests, the store specialized in women’s clothing, offering fashionable apparel at lower prices than traditional boutiques. His concept was simple yet innovative: providing trendy clothes that were accessible to a wider audience without sacrificing quality. “Hennes” became an instant success, quickly gaining a loyal customer base.
Building on the momentum of his early success, Persson expanded his business in the coming decades. In 1968, he acquired the hunting and fishing equipment store “Mauritz Widforss”, and with it, a stock of men’s clothing. This acquisition led to the rebranding of the company as “Hennes & Mauritz” (H&M), marking the retailer’s foray into men’s and later children’s clothing.
Under Persson’s leadership, “H&M” grew rapidly, focusing on offering affordable, fashion-forward items. His vision of democratizing fashion resonated with customers, and by the 1970s, H&M had expanded internationally, opening its first stores in Europe. The company’s growth continued throughout the 1980s and 1990s, cementing its reputation as a leader in the global fashion industry.
Persson’s business philosophy centered on delivering style, quality, and affordability, principles that remain integral to H&M’s brand identity today. His ability to anticipate market trends and understand the evolving needs of consumers helped “H&M” stay ahead of the curve in a rapidly changing fashion landscape.
Though Erling Persson passed away in 2002, his legacy lives on through the continued success of “H&M”. The company now operates thousands of stores worldwide and remains a key player in the fashion industry. His son, Stefan Persson, took over the reins after Erling’s retirement, ensuring that the company stays true to the innovative spirit its founder instilled from the very beginning. And at the current time, the company is headed by Erling’s grandson, Karl-Johan Erling-Göran Persson.
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