Helena Helmersson Resigns as H&M Group CEO Amid Sales Struggles

Helena Helmersson, aged 51, has stepped down from her role as chief executive officer of H&M Group with immediate effect.

Having initially joined the Swedish fashion giant in 1997, she ascended through the company ranks to assume the CEO position four years ago.

However, her tenure faced significant challenges, and the role became increasingly demanding.

Sales Struggles and Financial Performance

H&M Group has encountered fierce competition, leading to subdued sales growth. In 2023, the company posted a mere 1% revenue growth on a local currency basis.

The fourth quarter saw declining sales, contributing to lower-than-expected operating profits at 4.33 billion kronor.

Helmersson’s first year as CEO witnessed an 88% drop in profits, attributed to store closures and heightened competition from rivals such as Shein and Zara.

Market Dynamics and Competitor Landscape

Over the years, H&M Group lost ground to competitors like Zara, owned by Inditex, with Zara surpassing H&M to become the second-largest apparel seller in Europe.

Unfavorable weather conditions affecting summer sales, coupled with the decision to limit price hikes amid inflationary pressures, added to the challenges.

Helmersson’s Successor and Strategic Direction

Helmersson’s successor is Daniel Erver, a seasoned H&M veteran with 18 years of experience.

Erver, 42, previously held roles such as managing director and was responsible for merchandising in the company’s US and German operations.

As head of the H&M brand, he aims to navigate the company through its challenges and capitalize on growth opportunities.

Company Outlook and Recent Financial Results

Karl-Johan Persson, chair of H&M Group, acknowledged Helmersson’s leadership during a challenging period marked by pandemic-related disruptions and geopolitical issues.

Despite the recent struggles, H&M Group remains in a strong position with a positive profitability trend.

The company’s total net sales for the year ending November increased by 6% to 236 billion Swedish kronor.

Operating profits more than doubled to 14.5 billion kronor, credited to improved supply chain efficiency and normalized external factors influencing purchasing costs.

Stock Market Reaction and Future Prospects

Following the release of the annual results, H&M shares experienced a 7.3% decline to 156.02 kronor.

The company faces ongoing challenges, including increased costs resulting from price reductions.

However, with a focus on “portfolio brands” like COS, Arket, and Weekday, as well as growth in the Americas and Western Europe, H&M Group aims for further improvements in 2024.


Helena Helmersson’s departure from H&M Group marks the end of a tumultuous period for the company.

As Daniel Erver takes the reins, the company looks toward strategic initiatives and operational improvements to regain its competitive edge and overcome current market challenges.

The fashion industry’s dynamics and evolving consumer preferences will likely shape H&M Group’s future direction and success.

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