Fashion retailer H&M has reported that it saw a 5% increase in sales in April, which was lower than expected due to the unpredictable weather conditions around the UK and internationally.
The company commented “the cold spring which continued into April in several of H&M’s large markets has had an unfavourable impact on sales of transitional garments.”

Other figures show that in Germany, sales increased 2% despite it snowing.

Anne Critchlow, Societe Generale analyst, said: “Cold weather was no doubt the main problem and given the much warmer weather recently across Europe, together with some pent-up demand following a cold spring, we expect much stronger sales in May.”

Chief retail and consumer goods analyst, Jon Copestake, commented: “Poor weather conditions are a common and often repeated excuse given by clothing firms for weak results. Whether it's been too hot, too cold, too rainy or too dry the weather offers a catch all excuse. While H&M probably have good reason in citing an unseasonably cold April to justify poor sales, there are a number of other factors at play which are not weather related.”

H&M currently operate 4,035 stores in comparison with 3,610 on 30th April the previous year.