00:00Business was good. But Erling wasn't satisfied. He wanted more. He wanted to expand and reach
00:05more customers. But there was one problem standing in his way. He lacked capital. You see,
00:11opening a new store required a lot of money. And he didn't have any investors or anyone who
00:16could help him out. So he had only one option left. In 1946, he took out a loan and opened
00:22a second store in Stockholm, the capital of Sweden. Business was even better here. Since
00:27the city was bigger, there was more demand for products like his. But this also meant that there
00:32were more competitors. And in order to stand out, he had to differentiate himself from the rest.
00:37That est, when he decided to drop the hens from his stores and replace it with H&M,
00:42this way he could use the ampersand as a symbol of partnership between him and his customers.
00:47But why did he change the name anyway? Let's take a closer look at the name H&M. When you
00:51break it
00:52down, you can see that it consists of two letters. H&M, the H stands for his original store name,
00:57H&M, and the M stands for Moore. It's his son's name. At the time,
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