H&M's average sales per Romanian store equal Poland's - H&M's biggest CEE market

Swedish clothing retailer H&M sold products worth some EUR 37.2 million last year in Romania, according to the group's most recent financial report. The retailer had 11 stores as of the end of November 2011 in the country, all of which opened in 2011. The average sales per store valued EUR 3.3 million. Poland, the biggest market in the Central and Eastern Europe region, with its 89 stores, recorded revenues of around EUR 300 million, averaging at EUR 3.3 million per store, the same as Romania.

For comparison, the Turkish market, where the company runs eight stores, brought similar sales revenues. Its 20 stores in Hungary brought H&M a bit over EUR 55 million in sales in 2011, meaning some EUR 2.75 million average sales per store. Home market Sweden recorded sales of over EUR 937 million in 2011, down 1 percent the previous year. Each of the 173 stores in Sweden brought the retailer and average of EUR 5.4 million sales. Its biggest market is however Germany, with 394 stores and sales of EUR 3.2 billion – around EUR 8.1 million in sales per store. H&M entered Romania last year, after sounding out the market for a couple of years, making it one of the most awaited retailers in the country. Corina Saceanu, corina@romania-insider.com (photo source: Romania-Insider.com)