What kind of retailer was Mauritz Widforss before H&M acquired it in 1968?

Mauritz Widforss was a hunting and fishing retailer before H&M acquired it in 1968.

The Stockholm business sold equipment and clothing connected with outdoor pursuits. Its acquisition marked a major change for H&M, which had previously operated as Hennes, a women’s clothing retailer.

The deal also explains the “M” in the modern H&M name: after buying Mauritz Widforss, the company combined “Hennes” and “Mauritz.” A common mix-up is to assume the M referred to a founder’s surname; it came from the acquired business instead.

The acquisition helped H&M enter menswear and broaden its product range. The company later developed into a major international fashion retailer, but the name still preserves this 1968 corporate history.