Dive Brief

• H&M won’t publish same-store sales numbers in monthly revenue updates.
• Online sales are part of what makes the comparisons too complex, according to a company spokesperson.
• The retailer reported total December sales grew 10%, which indicates unchanged same-store sales, analysts said.

Dive Insight

H&M’s report for same-store sales in October had not met expectations, but the retailer has apparently determined that number was not painting a realistic picture. Eliminating same-store sales reports could become a trend if more retailers grow their e-commerce numbers, according to Chris Chaviaras, an analyst at London-based Barclay’s Plc.