Erling Persson
Founder of H&M
Erling Persson (1917 to 2002) was the Swedish entrepreneur who opened the first Hennes store in Västerås in 1947, laying the foundations of H&M. Inspired by high-volume American retailers, he built one of the world's largest fashion retail groups, which his family still controls.
| Role | Founder of H&M |
|---|---|
| Born | 1917, Borlänge, Sweden |
| Died | 2002, Stockholm |
| Founded | Hennes, 1947, Västerås |
| Stock market listing | 1974, Stockholm |
| Successor | Stefan Persson, CEO from 1982 |
Who is Erling Persson?
Erling Persson was born in Borlänge, Sweden, in 1917 and died in Stockholm in 2002. He founded Hennes, Swedish for 'hers', as a women's clothing store in 1947. The company became H&M, one of the most influential fashion retailers in the world. He designed the Hennes logotype himself.
Career
After the Second World War Persson travelled to the United States, where he was impressed by efficient, high-volume stores. A trip to New York inspired the concept for his first shop in Västerås in 1947: fashionable clothing at affordable prices, sold quickly and in large quantities. A store in Stockholm followed in 1952.
In 1968 Persson acquired the Stockholm hunting and fishing equipment retailer Mauritz Widforss, including its stock of menswear. The company became Hennes & Mauritz and began selling clothing for men and children. By 1969 it had 42 stores.
- 1947: opens the first Hennes store in Västerås
- 1960s: international expansion begins in Norway, Denmark, the United Kingdom and Switzerland
- 1968: acquisition of Mauritz Widforss; the company becomes Hennes & Mauritz
- 1974: listed on the Stockholm Stock Exchange and adopts the H&M name
- 1982: his son Stefan Persson becomes chief executive
Influence on the fashion business
Persson's idea of democratising fashion through volume, price and a fast flow of new styles became one of the foundations of the modern high street. H&M later became a central player in the fast fashion model, reaching the United States in 2000 with a store on Fifth Avenue, which the company describes as the realisation of its founder's vision. The group added brands such as COS, Weekday, Monki, & Other Stories and ARKET.
Leadership has remained closely linked to the family: Stefan Persson led the company from 1982, followed by Erling's grandson Karl-Johan Persson in 2009. Daniel Ervér became chief executive in 2024.
Why it matters
Erling Persson is one of the architects of affordable mass-market fashion. The company he founded now operates in more than 80 markets and has shaped how clothing is designed, sourced, sold and, increasingly, how the industry approaches questions of sustainability and circularity. His career shows how a retail format borrowed from another market can be adapted and scaled into a global business.
Frequently asked questions
Who founded H&M?
H&M was founded by Erling Persson, who opened the first Hennes store for women's clothing in Västerås, Sweden, in 1947. The company became Hennes & Mauritz after acquiring Mauritz Widforss in 1968.
What inspired Erling Persson to start H&M?
A trip to the United States after the Second World War, where he saw efficient high-volume retailers, inspired his concept of fashionable clothing at affordable prices.