Karl-Johan Persson
Chairman of H&M Group
Karl-Johan Persson is the Swedish chairman of H&M Group and a grandson of its founder Erling Persson. He was the company's chief executive from 2009 to 2020, a decade in which H&M expanded across more than 70 markets, and has chaired the board since May 2020.
| Role | Chairman of H&M Group |
|---|---|
| Organisation | H&M Group |
| Born | 1975 |
| Chief executive | 2009 to 2020 |
| Chairman | Since May 2020 |
| Known for | Third generation leadership of H&M |
Who is Karl-Johan Persson?
Karl-Johan Persson, born in 1975, is chairman of H&M Group, the Swedish fashion retailer founded by his grandfather Erling Persson. He represents the third generation of the family at the top of the company and succeeded his father, Stefan Persson, as chairman in May 2020 after more than ten years as chief executive.
Career
Persson studied business and economics at the European Business School in London. Before joining H&M he ran European Network, an events management business, as chief executive from 2001 to 2004. He joined H&M in 2005 and moved quickly through operational and strategic roles:
- 2005: joined H&M in an operational role
- 2007: head of expansion and business development
- 2009 to January 2020: chief executive, succeeding Rolf Eriksen
- Since May 2020: chairman of the board
When the leadership change was announced in January 2020, outgoing chairman Stefan Persson described it as a natural step to hand over to Karl-Johan after his decade as chief executive. Helena Helmersson became chief executive at the same time.
Influence on the fashion business
Persson's years as chief executive coincided with a period of rapid global growth for fast fashion. In a 2019 interview with FashionUnited he discussed H&M's presence in more than 70 countries and its portfolio of brands, which by then extended well beyond the core H&M label to a family of separate fashion and homeware concepts. He also led the company through the early phase of its shift towards online sales, as consumer behaviour moved away from physical stores.
As chairman he oversees a board facing intense competition from ultra fast fashion platforms and pressure on margins. In 2026 FashionUnited reported on large scale purchases of H&M shares by the Persson family's holding company, underlining the family's long term commitment to the business.
In 2014 he received the Pontus Schultz prize, which recognised contributions to diversity, equality and sustainability in business.
Why it matters
Karl-Johan Persson is the central figure in the governance of one of the world's largest fashion retailers. As both a family shareholder representative and a former chief executive, he shapes H&M's strategic direction, including its response to digital competition and its sustainability commitments, from the chair.
Frequently asked questions
Who is Karl-Johan Persson?
Karl-Johan Persson is the chairman of H&M Group and the grandson of its founder Erling Persson. He was chief executive from 2009 to January 2020 and became chairman in May 2020.
Who succeeded Karl-Johan Persson as H&M chief executive?
Helena Helmersson succeeded him as chief executive in January 2020. She was followed in 2024 by Daniel Ervér, while Persson has remained chairman.
