Organisation and Management

The H&M group has a multi-brand matrix organisation with well-defined brands: H&M, H&M Home*, COS, & Other Stories, Monki, Weekday, ARKET and Afound.

Each brand is headed by a responsible individual and has local sales organisations. Centrally, there are a number of group functions that support each brand in order to enjoy the advantages of these common areas, so that each brand and country works purposefully according to central policies and guidelines.

The chief executive officer, who is appointed by the board of directors, is responsible for day-to-day management of the H&M group and appoints the members of the executive management team, which is made up of the CEO plus nine others – six of whom are women. The executive management team is made up of the CEO, CFO, the two people with responsibility for the H&M brand, the head of new business (which includes COS, & Other Stories, Monki, Weekday, ARKET and Afound), the heads of the business development, human resources, sustainability and communications functions, and the COO, who has responsibility for the functions advanced analytics and AI, expansion, insights & analytics, IT, logistics and production. Those responsible for the other group functions are appointed by the chief financial officer.


H&M Group

CEO Helena Helmersson

CFO Adam Karlsson


Group Functions:

Business Development** Daniel Claesson

Controlling Fredrik Nilsén

Human Resources Doris Klein

Sustainability Anna Gedda

Legal Fredrik Björkstedt

Communications Kristina Stenvinkel

Accounting Anders Jonasson

Security Cenneth Cederholm

Advanced Analytics & AI** Arti Zeighami

Expansion Sam Miller

Insights & Analytics Marcus Moltubak

IT** Joel Ankarberg

Logistics Fredrik Boije

Production David Sävman




Fredrik Olsson, Managing Director
Madeleine Persson, Managing Director

New Business
Anna Attemark, Head of New Business

Lea Rytz Goldman, Managing Director

& Other Stories
Karolina Gutke, Managing Director

Jennie Dahlin Hansson, Managing Director

Daniel Herrmann, Managing Director

Pernilla Wohlfahrt, Managing Director

Joanna Hummel, Managing Director

* H&M Home is included in the H&M brand's organisation.

** The functions Business Development, IT and Advanced Analytics & AI will successively become part of a new function called Business Tech that will be led by CPO Daniel Claesson and CTO Joel Ankarberg, acting.

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