Daniel Ervér
President and Chief Executive Officer
2024 – Present
2 years (current)
Key Decisions & Impact
Ervér became president and CEO on January 31, 2024, after nearly two decades at H&M spanning roles in merchandising in Germany and the US, country manager for H&M Sweden, purchasing manager, and head of the H&M brand from 2020. He has prioritized full-price sell-through and inventory discipline over pure store-count growth, and has pushed to elevate H&M's brand positioning as competition from ultra-low-cost online retailers like Shein and Temu intensified.
Legacy
His long internal tenure across merchandising, purchasing, and country-management roles gave him direct operating knowledge of H&M's supply chain and pricing levers, which the board viewed as valuable for executing a turnaround focused on operational discipline rather than a strategic reinvention requiring an outsider's fresh perspective. His appointment continued H&M's pattern of promoting long-tenured internal executives to the CEO role rather than recruiting external retail turnaround specialists, a pattern shared with predecessor Helena Helmersson, who also rose through 26 years of internal roles before her own 2020-2024 tenure as CEO.