Hennes & Mauritz, the world’s number two fashion retailer, missed quarterly earnings forecasts as it spent heavily on new ranges and websites in its battle with cut-price rivals, a drive it plans to extend in 2015 with a new beauty line.
H&M said on Wednesday pretax profit rose 7 percent to SEK7.80 billion (USD953 million) in the three months ended November, missing analysts’ average forecast of SEK7.96 billion as it booked a staff incentive payout.
The Swedish company is investing heavily in new concepts including sportswear and higher-price brands such as COS to try to protect margins over the long term as discount chains Primark and Forever 21 push prices down.
It aims to keep that up in 2015, planning to add 400 stores to its current 3,511, bring online sales to another nine markets and launch a new range of beauty products, as well as speeding up expansion of upmarket brands including COS.
