The controversial ad, which comes at a sensitive time for H&M. Its shares slumped more than 30 per cent last year amid a ...

H&M; apologises for using black child in 'monkey' hoodie

Hennes & Mauritz has started 2018 at the centre of an embarrassing controversy after the Swedish clothes retailer published an ad showing a black child modelling a hoodie with the text "coolest monkey in the jungle".

H&M's store numbers have considerably more than doubled since 2008, yet returns on capital have fallen by a third.

Hard to dress up H&M;'s share slide

The fashion retailer said sales fell 2 per cent in constant currency terms in the final quarter of its financial year, against expectations of an increase of between 2 and 4 per cent. Problems are concentrated in the core store estate.