Organisation and management

Role: CEO
Started current role: 2024
Years at H&M: 2006 – present
Born: 1981
Shareholding: 85,896* 
Daniel was appointed CEO of H&M Group by the Board of Directors on 31 January 2024. Prior to this, he led H&M brand for four years, a responsibility he continues to hold today. During his career, Daniel has worked in several key positions and locations, including Country Manager for Sweden, Head of Merchandising for H&M in the US and Sales Controller for H&M in Germany. Previously, he was responsible for H&M Womenswear and Menswear. Daniel studied at the University of Gothenburg and ESSEC Business School in Paris, and holds a master’s degree in business administration.

Role: CFO
Started current role: 2020
Years at H&M: 2003 – present
Born: 1976
Shareholding: 45,050*
Adam joined H&M as Business Controller in 2003 and has since held several senior roles within finance and controlling. His experience includes leading controlling teams at H&M brand, as well as Global Production and Global Expansion. He has worked in Sweden and China. Adam holds a master’s degree in economics and business from Stockholm School of Economics.

Role: Chief Human Resources Officer
Started current role: 2024
Years at H&M: 2018 – 2021, 2023 – present
Born: 1981
Shareholding: 500*
Åsa first joined H&M in 2018. Throughout her career she has held various roles within human resources, including leadership positions at EQT, Nordea and Ericsson. Today, she leads the People Organisation at H&M Group. Her previous positions at the company include Head of HR at Global Marketing. Åsa holds a master’s degree in human resource management from the University of Stockholm.

Role: Chief Sales Officer
Started current role: 2024
Years at H&M: 2005 – present
Born: 1984
Shareholding: 2,500*
Mehmet has been with H&M for over two decades, starting his career as a sales advisor in store in Switzerland. More recently, he has held various leadership roles across Europe, including Regional Manager and Country Manager. He now leads our regional sales teams. Mehmet holds qualifications in retail and sales.

Role: CEO of Portfolio Brands
Started current role: 2018
Years at H&M: 1994 – 2011, 2018 – present
Born: 1968
Shareholding: 14,105*
Anna first joined H&M in 1994 and has held several leadership roles, such as Head of Business Development in the Buying Office. She also served as CEO at Odd Molly and has held board positions at Sport & Villmark and Karl Hedin. In 2018, she started her current role leading the portfolio brands at H&M Group. Anna holds a master’s degree in economics and business from the Stockholm School of Economics.

Role: Chief Marketing Officer (interim)
Started current role: 2025
Years at H&M:  2006 – 2018, 2025 – present
Born: 1979
Shareholding: 150*
John first joined H&M in 2006 and has worked in a range of roles, including Regional Sales Director, Country Manager and Head of Brand Strategy in the US, as well as Sales Manager in South Korea and Japan. In 2025, he took up his current role, leading our marketing teams. He has also run his own branding agency and was CEO Americas at Daniel Wellington. John served on the board of Filippa K from 2020 until 2025 and holds a master’s degree in economics and business from the Stockholm School of Economics.

Role: Chief Sustainability Officer
Started current role: 2021
Years at H&M: 2000 – present
Born: 1974
Shareholding: 2,330*
Leyla joined H&M in 2000 and has held numerous leadership roles across production, supply chain and sustainability, working in Bangladesh, China and Turkey. Since 2021, she has led H&M Group’s global sustainability efforts. Leyla is also co-chair of the Fashion Pact’s Operations Committee. She holds a bachelor’s degree in business administration from Bilkent University in Turkey.

Role: Chief Product Officer
Started current role: 2025
Years at H&M: 1993 – present
Born: 1971
Shareholding: 9,000*
Kristina joined H&M in 1993 and brings over 30 years of experience from across the company to her current role leading the teams in the Product Organisation. She has worked closely with all our customer groups. Kristina has held several senior positions at H&M, including recent roles as Managing Director of Womenswear, Head of Assortment for Womenswear and Head of Assortment for Childrenswear.

Role: Chief Commercial Development Officer
Started current role: 2025
Years at H&M: 2010 – present
Born: 1982
Shareholding: 2,482*
Henrik joined H&M in 2010 and leads the Commercial Development and Growth teams. He has held various leadership roles across the company, including General Manager of H&M Move, Country Controller for H&M Canada, Head of Customer Experience at Weekday and several others within our Expansion team. Henrik holds a bachelor’s degree in business administration from the University of Gothenburg.

Role: Chief Strategy and Innovation Officer
Started current role: 2024
Years at H&M: 2008 – 2021, 2024 – present
Born: 1983
Shareholding: 15,000*
Johan first joined H&M in 2008 and started his current role in 2024, leading strategy and innovation. Prior to this he was Chief Operating Officer at Fortnox. Before that, he spent over a decade at H&M, working across sales, business development and operations in both global and local teams. Johan holds a master’s degree in industrial and financial management from the University of Gothenburg.

Role: Chief Digital Information Officer
Started current role: 2023
Years at H&M: 2016 – present
Born: 1973
Shareholding: 2,280*
Ellen joined H&M in 2016 and has a long background in tech. During her time at the company, she has held several positions including Head of Business Ventures and Head of Group Strategy. Her previous experience includes CEO of Extenda and several global leadership positions at IBM. Ellen holds a master’s degree in business administration from Skema Business School.