Helena Helmersson

Helena Helmersson is recognized as a trailblazing executive in the global fashion industry, most recently having served as CEO of the H&M Group from 2020 to 2024. She made history as the first woman and the first non-family member to lead one of the world’s largest fashion retailers, guiding H&M through critical challenges and transformative growth.

Early Life and Education

Helena Helmersson was born in October 1973 in Skellefteå, a small city in northern Sweden. Growing up with her parents and two sisters, she developed a keen ambition and a focus on international business from a young age. Helena graduated with a Master’s Degree in International Business Administration from the Umeå School of Business and Economics in 1997. These strong academic foundations equipped her for a leadership trajectory in one of Scandinavia’s largest and most visible brands.

Career Path and Professional Growth

Helmersson began her career at H&M Group immediately after graduation, joining the buying office as a business controller. Her career quickly accelerated; within just a few years, she held operational roles across the world—including stints as production manager in Dhaka, Bangladesh (from 2007), where she supervised human resources and factory operations, and later department manager for underwear in Hong Kong.

In 2010, Helena returned to Stockholm to become H&M’s Head of Sustainability. In this pivotal role, she oversaw all social and environmental initiatives for H&M’s global supply chain. Her leadership saw H&M advance labor standards, increase transparency, and become an early adopter in the movement for sustainable materials and ethical manufacturing. During this period, H&M was consistently honored among the most forward-thinking global brands in sustainability and social responsibility.

Helmersson’s international outlook carried over into her next position as Global Head of Production from 2015–2018, where she managed sourcing, supply chain, and the expansion of H&M’s product lines. By 2018, Helena was Chief Operating Officer, responsible for the group’s logistics, production, expansion, technology, and analytics.

CEO of H&M Group: Leadership and Impact

On January 30, 2020, Helena Helmersson was appointed CEO of H&M Group, succeeding Karl–Johan Persson, the founder’s grandson. She became the first woman and only the second person outside the Persson family to hold the CEO role. Within days, she was facing the extraordinary challenges of the COVID–19 pandemic, which hit global retail with supply chain disruptions, mandated store closures, and seismic changes in consumer behavior.

Her tenure was marked by decisive action on sustainability, a commitment to social responsibility, and the acceleration of innovative retail models. Helmersson led H&M’s exit from the Russian market following geopolitical turmoil during the Russo-Ukrainian war—a move that, while difficult, was guided by ethical and business principles.

Helena oversaw expansion into digital commerce, the launch of new circular fashion initiatives, and a focus on textile recycling, becoming the chairperson of the pioneering textile recycling company Circulose. She also became co-chair of The Fashion Pact, a global sustainability alliance led by leading luxury and fashion CEOs.

Despite facing significant economic pressures, including inflation, rising supply chain costs, and pandemic recovery, Helmersson’s leadership is widely credited for maintaining H&M’s reputation for responsible progress and inclusive leadership.

Transition and Ongoing Influence

On January 31, 2024, Helena Helmersson stepped down from her role as CEO, citing the personal demands of leadership during a tumultuous period. She was succeeded by Daniel Ervér. Post-H&M, Helena continues to drive impact as a board member and advisor for sustainability-focused startups and as chairperson of key industry initiatives.

Milestones and Achievements

Helena Helmersson has distinguished herself as a global leader in retail and sustainability, translating a deep understanding of sourcing, production, and social responsibility into executive action at every level of H&M.